Frost* Design has created a brand strategy, identity and marketing campaign for what will become Sydney's latest cool, cultural hot-spot, part of the $2billion redevelopment of the Carlton & United Brewery site at the southern gateway to the CBD.
Historic Kensington Street is a heritage urban laneway, which includes one of Sydney oldest surviving rows of terrace housing, sitting at the Chippendale boundary of Frasers Property's Central Park development. Developed independently by Dr. Stanley Quek, chairman of Frasers Property, the life style precinct will become a new day-and-night lifestyle destination, with plans to attract 26 eclectic, lively and fashionable tenants, along the 160-metre 'eat street' strip.
Frost* Design, the brand and communications agency within
Frost*collective, worked with Dr. Quek and the Greencliff group, to
establish the name and brand personality for the precinct, design an
identity and create communication tools for the sales team, which will
form the first phase of Kensington Street's marketing campaign.
Beginning
with the name of the precinct, Frost* Design investigated a range of
alternative strategies before recommending the original street name of
the location be retained, to create a strong link with Kensington
Street's 
heritage character.
The creative solution underpinning
the visual brand is an identity designed to reflect the experience
people will have whilst visiting Kensington Street. Using the letter K
and the visual cue of a street, Frost* Design focussed on the concept of
'expandable experiences'. The street is designed to be an enjoyable,
immersive experience for visitors, leading Frost* Design to create an
identity that represents the playful nature of Kensington Street, with
colour and typography selection supporting this idea.
Says Vince Frost, CEO and executive creative director of
Frost*collective: "Retail,
dining, art and music are all a part of the Kensington Street
experience. The brand needed to be adaptable, speaking to the
various experiences and offerings Kensington Street will deliver
visitors."
As the launch point for Kensington Street's
multi-phased property and consumer marketing campaign, Frost* Design
have created an innovate sales tool dubbed a 'vision piece', which
reflects the brand positioning and character of the precinct.
For
a street that is yet to exist, Frost* Design needed to create a sales
tool that would be used to speak to it's potential vision. Working with
existing elevations of the heritage areas, the design team brought to
life a full map of the streetscape, supported by visuals and words that
summed up the offering. The vision piece is designed in fashion-forward
large-scale format and uniquely folded to set it apart as something out
of the ordinary.
Dr. Quek, one of Australia's most respected
property developers, said that branding and communication are critical
at this stage of Kensington Street's marketing and development.
Says Quek: "Attracting
the right mix of desirable tenants, to a location that is full of
unique potential but still in the creation stage, requires a brand and
supporting tools that will work hard to evoke a tangible sense of our
vision. The work created by Frost* Design successfully delivers on that
and has given Kensington Street a brand which is robust enough to have
longevity as the development is realised".
Client: Dr. Stanley Quek / Greencliff
Agency: Frost* Design by Frost*collective
Executive Creative Director: Vince Frost
Creative Director: Anthony Donovan
Senior Designer: Anzac Tasker
Senior Account Director: Charlotte Brady
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