Freshwater rebrand reflects a vibrant urban city precinct

city precinct place brand

Truly Deeply repositions commercial tower to create a new place brand in the heart of Melbourne’s Southbank.

Working together with GPT and Frasers Property, Truly Deeply created a fresh and compelling new brand that stands out and connects with premium tenants in the highly competitive Melbourne commercial market.

The new brand proposition and identity is now at the heart of development, leasing and marketing discussions and being used to drive place making initiatives. The team are currently looking at plans to transform the piazza and other public areas to deliver on the brand promise for tenants and visitors.Freshwater Lease Brochure 1a

Building on stakeholder and tenant insights, the new brand proposition leverages the location benefits and goes beyond the buildings and physical assets. The new brand is positioned as distinctly Melbourne and delivering a new work-life edge. This aligns with aspirations of the tenants to showcases a dynamic business and leisure environment that’s authentically urban, eclectic and vibrant.

The new identity brings to life the ‘work-life edge’ theme. An aspirational type mark with a strong urban edge, the identity is inspired by the lane ways and vibrant spaces. These linear depicted edges then flow through the visual language as graphics and transparencies giving a confident foundation to a vibrant, edgy brand identity.

Place, precinct, property brand

The building previously suffered from a lack of identity with tenants and visitors referring to it as either the PWC building, Freshwater Place. FWP or 2 South Bank Boulevard. We also needed to distinguish new precinct from the residential building. The brand was renamed to ‘Freshwater’ to take ownership of the entire precinct and ensure it’s not abbreviated.Freshwater Lease Brochure 2

Located in the heart of Melbourne’s Southbank, Freshwater is a commercial lifestyle precinct with 37 levels of premium office space that overlooks a vibrant piazza and enjoys uninterrupted CBD and water views.

Truly Deeply provided stakeholder research, market review, brand strategy, naming, brand identity and visual language, corporate brochure design and photography.



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