Project Overview

Geocon are property developers specialising in high-density projects and hotels.As Canberra’s largest and most ambitious developers their latest project is Republic – A mixed-use residential precinct in the Canberra suburb of Belconnen.

The Republic masterplan is built upon an unashamedly ambitious desire to reshape the very fabric of
residential Canberra by challenging conventions and expectations of the Belconnen neighbourhood.

Designed by globally renown architecture firm Fender Katsalidis Architects, of MONA fame, the Republic masterplan adds a stunning new dimension to Canberra’s most emerging town centre. The development sits only a stone’s throw away from Lake Ginnindera, one of ACT’s largest lakes and national parks.

Republic consists of five striking residential towers overlooking Lake Ginninderra and united by a public plaza. A vibrant melting pot of amenities brings people together day and night to work, shop and play.

Project Commissioner

Geocon

Project Creator

THERE

Team

Paul Taboure - Executive Creative Director
Stuart Keith - Business Director
Tania Sacco - Senior Project Manager
Dave Gale - Senior Designer
Shae Ryan - Designer
Trish Zielke - Designer

Project Brief

THERE were commissioned to bring property expertise to the project requiring a brand strategy and positioning framework, identity & campaign, naming assessment, brand guidelines, display suite design and site perimeter signage, photography art direction and more.

Project Innovation/Need

More than just marketing apartments, the challenge was to create a unique and memorable ’destination’ brand for a newly regenerating precinct. High density living is a relatively new concept for Canberrans and so it was important to create sense of desire, intrigue & curiosity for this proposed vertical village.

Design Challenge

More than just marketing apartments, the challenge was to create a unique and memorable ’destination’ brand for a newly regenerating precinct. High density living is a relatively new concept for Canberrans and so it was important to create sense of desire, intrigue & curiosity for this proposed vertical village.

User Experience

Our approach was to facilitate a discovery workshop with key project stakeholders to better understand the aim and objectives, the project vision, the architectural narratives, the marketing opportunities, defined brand pillars, discuss attributes and feature set along with emotive benefits, define messaging hierarchies and build buyer profiles.

The outcome was a well-articulated strategic brand platform to base our creative exploration. A custom designed typographic identity was supported by a bold visual language. With strong lines and bold contemporary visuals, the creative solution was bold & striking, yet elegant and sophisticated and a brand campaign with a strong brand voice.

Applications included online digital, primary sales brochure, immersive Display suite with touch screen technology, a perimeter site hoarding lit up with hollywood-style super size illuminated lettering along with a range of secondary items.

Marketing - Branded Experience

This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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