Project Overview
Tribeca specialises in the art of property development. They needed to bring this positioning to life in a unique and cut-through way. Demonstrating how they deliver not just an amazing property investment opportunity – but how they help their customers achieve their dreams.
Project Commissioner
Project Creator
Team
Tui Horo - Group Account Director
Josh Sobel - Senior Designer
Darren Swain - Creative Director
Simon Wright - Executive Creative Director
Daye Moffitt - Strategy Director
Sandeep Dighe - Strategy Consultant
Carrie Dennes - Associate Director of Brand Language
Claire Gallagher - Internal Brand Director
Dean Varndell - Head of Design Implementation
David Cunningham - Finished Artist
Hayden Mathys - Finished Artist
Vanessa Meaker - Production Manager
Project Brief
Tribeca (formerly Tribeca Capital) is an established player in the Australian residential property development market. Their growth ambitions required a stronger presence in the minds of their customers – not just their current agent network. They needed to be clear about how they were different from their competitors and the value they deliver through their investments. Tribeca required a strong brand platform to support these growth objectives, and a clearly defined way of beginning to connect and communicate to their target audience.
Project Innovation/Need
They needed to raise awareness and an emotional connection to the brand with end investors/home owners – not just the immediate sales network (agents). To do this, we needed to reduce the complexity in the organisation (caused by numerous sub-brands) and deliver a brand that feels more inspiring and inclusive and that more clearly communicated its purpose and difference.
Tribeca had a strong desire to stand out in its competitor set and do so with a fresh, exciting and imaginative positioning.
Design Challenge
There was a strong drive for Tribeca’s new brand to inspire and create excitement for their customers and investors who grow with the company. Credibility and strength along with clarity in function were important attributes to communicate along with being very aspirational and strong with its promise.
This being achieved by leveraging the new brand idea ‘Futures reimagined. Dreams lived’, which has become the driving force for the brand. This captures what they seek to achieve for their investment customers (whether first time investors or even owner occupiers.)
We simplified the way in which the brand communicated to audiences – through streamlining the portfolio to a masterbrand structure and through a revised name – ‘Tribeca’. A new logo and visual identity system was created to support the new brand platform, a contemporary and unconventional design for the category, creating strong differentiation and stand out.
Effectiveness
The agents network has been very positive about the brand. Signage implementation has cut-through, creating freshness and strong presence for the brand, within a short time frame.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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