Image & Brand Management were appointed as brand consultants for The Australian National University Exchange (ANU Exchange).

The essence behind the project was to create a vibrant precinct that would bring together the local and wider community and businesses to the University.

This precinct was named the ANU Exchange, to refer to the ‘exchange’ of ideas, lifestyles, communities etc.

This ‘exchange’ would also apply to businesses, who could stand to benefit from a close working proximity to state-of-the-art research work and facilities at the University. This access to cutting edge scientific work could put them in an advantageous position over their competitors.

Image & Brand Management were responsible for producing a launch campaign and subsequent rollout of collateral to reinforce one of the key messages behind ANU – community.

SERVICES PROVIDED TO ANU:

Brand Architecture
Brand platform & positioning strategy
Naming process
Logo, identity and livery
Brand Idea
Brand implementation across all touchpoints, from collateral to signage systems.
Brand guidelines
Website Design & Digital marketing, banner advertising, email newsletters & SEO strategy

1. To increase the visitors and retail spend in Double Bay.
2. To increase awareness of Double Bay as an appealing destination for shopping and leisure activities
3. To stimulate additional patronage on the Sydney Ferries Double Bay route.
4. To increase awareness of the Sydney Ferries brand (explore, experience, escape).

The campaign features onboard advertising, print media, outdoor advertising, website and colour brochure.

Press Release:

Double Bay will feature in Sydney Ferries’ first ever onboard advertising campaign, thanks to an innovative partnership between Sydney Ferries and Double Bay Partnership Inc. “The We Know Sydney campaign will focus on some of Sydney’s most exciting destinations, destinations that Sydney Ferries knows intimately,” says Kerrie Lyons of Sydney Ferries. “We chose Double Bay to feature in our first campaign because we were excited by the

proactive approach being taken by the Double Bay Partnership.” The campaign, which will target commuters and travellers, aims to increase visitor numbers to Double Bay, the harbourside shopping village in Sydney’s eastern suburbs.

“Double Bay is well known for its prestigious retail outlets, but this campaign allows us to highlight many of Double Bay’s lesser-known attractions, including its new growers market and its family-friendly attractions, including Redleaf, our beautiful harbour beach, “ says Jo Kelly of the Double Bay Partnership.

The How Well Do You Know Sydney campaign will feature seven different motifs on board 20 ferries, and will be supported by a media campaign. The campaign’s tag line is, “Take it easy. Take the ferry.”

“We want more Sydneysiders to realise there’s no better way to get around town than a ferry,” says xxxx. “Rather than worrying about traffic jams and parking inspectors, you can sit back and soak up the sight of one of the world’s most spectacular harbours. The regular timetables make it easy to plan a daytrip to our many beautiful harbourside destinations.

MICHELE CURRY has lived on the Bonnyrigg public housing estate for more than 25 years, but for the first time this month she got to pick the colour of her carpet. The disability pensioner is one of more than 700 tenants who are preparing to move into a unique redevelopment on the old site completed by a consortium of private and non-profit companies that mixes public and private dwellings. It has been touted by the state and federal governments as the future of community housing. ”Before when you got a place, that was it. If you don’t like it, that’s too bad,” Ms Curry said. ”I liked that I got to pick the colours, that I can think, ‘That’s mine.’ ”

The $733 million redevelopment, called Newleaf Bonnyrigg, will contain a mix of 70 per cent private and 30 per cent community houses, built in streetscapes redesigned to eliminate the classic features of public housing blamed for contributing to crime. For residents like Ms Curry, it is a step into the unknown. ”I’m thinking people will judge you on where you come from,” she said. ”But I try and be positive and say it cannot be any worse than it is; it has to be better, doesn’t it?”

The project is the first public-private partnership of its kind and is being completed by a consortium of private companies: Westpac, Spotless and the troubled property developer Becton. The land is being leased by Housing NSW, but the public dwellings will be managed by the non-profit organisation St George Community Housing Ltd. The first display homes opened to the public this week. The federal Housing Minister, Tanya Plibersek, said that as people eventually moved in, the eyes of other state governments would be on Bonnyrigg. ”Other states that have similar big, whole suburbs of public housing will look at this and what’s learnt here,” she said.

The chief executive of Shelter NSW, Mary Perkins, said she was pleased to see the consortium had been careful to accommodate residents’ concerns throughout the redevelopment process. ”Our concern is that some of the good practice that’s been created in doing this be replicated into the future,” she said. The previous estate had been built to the notorious ”Radburn” design, an American model for housing estates featuring inward facing houses, empty spaces and cul-de-sacs, that had been blamed for fostering anti-social behaviour.

The project leader for the redevelopment, Andrew Brooks, from Becton, said one of the key elements of the redesign was to ”de-Radburnise” the estate. The consortium has a 30-year stewardship of the estate, which meant it had an interest in making sure it worked for all residents, the chief executive of St George Community Housing, Nazha Saad, said.

SYDNEY MORNING HERALD – Josephine Tovey –  September 19, 2009

The “Newleaf” Bonnyrigg public private partnership (PPP), Australia’s first fully integrated community renewal scheme in conjunction with Housing NSW, has opened the doors on its first display homes. The Stage 1 release of 56 new homes for sale marks the culmination of three years of work by the private sector consortium driving the Bonnyrigg renewal project.

The partnership is providing tenancy and asset management services over the 30 year term of its contract with Housing NSW, with Becton Property Group (“Becton”) undertaking the physical renewal works; replacing 833 public housing dwellings with new homes and an additional 1,500 private dwellings for sale in 18 stages over the next 10 to 12 years.

Matthew Chun, CEO of Becton, the consortium partner responsible for planning and delivering the redevelopment, said “What makes our approach to community housing and urban renewal unique is the effort put into retaining and cultivating existing community attributes. Combining this approach with long term on-site management enables us to build an integrated community where people want to live and that provides opportunities for all. That’s our vision and this first stage is the opportunity to demonstrate that vision.

“To deliver on that concept, Newleaf (the name of the new development) focuses on much more than building homes, parks and local amenities. Over the last two years since the Newleaf team took over management of the existing 833 tenanted properties, a great deal of work has been done to establish a full range of community training, educational and activity programs.

“Building on the strengths of the existing local community is one of the core components in delivering a successful integrated community project. Becton has learned a great deal in this regard from seven years of experience with Kensington, a similar project we have in Victoria and we have incorporated much of that into Newleaf, particularly when it comes to setting up the not-for-profit partnership which is key to making the project work,” Mr Chun said.

“For example Bonnyrigg is one of the most culturally rich and diverse populations in the whole of Australia, evidenced by the number of churches and mosques from a range of different faiths that surround the site. Temples for Chinese, Lao and Khmer faiths sit alongside a Turkish Mosque and a Vietnamese temple and cultural centre. A further five churches of varying denominations are in turn supported by six community centres.

“This cosmopolitan mix means that the community programs, run and co-ordinated by Newleaf Communities, are the meeting points that bring the community together. In the past two years Newleaf Communities has established over 70 regular classes and courses ranging from computing skills to Tai Chi and swimming. The emphasis is on learning and a healthy and active lifestyle. Literature promoting this program and the redevelopment is published in seven languages and it is this attention to the local people that has brought in high attendance and prompted the growth of more courses.

“Additionally, in an area of historically low employment Newleaf Communities also secured a $1.8 million grant from the Federal Government’s Nation Building Jobs Fund. This will enable Newleaf to establish a local employment program that will provide further opportunities for local residents to learn new skills and move into full time employment.”

“We at Becton are extremely proud of the Newleaf Bonnyrigg project and it’s a testament to the hard work and commitment that has been shown by a large number of people over the past three years that we are now able to bring the project to this stage.” Mr Chun said.

Notes to editors:

The Bonnyrigg PPP is a 30 year $733 million public private partnership development between Housing NSW and Bonnyrigg Partnerships (trading as Newleaf Communities). Bonnyrigg Partnerships is a consortium of 4 partners: Becton Property Group (development, planning and construction), Westpac Banking Corporation (finance), Spotless Group (facilities management) and St George Community Housing Ltd. (tenancy management). The Partnership was established in 2007 and runs through to 2037. During the first 12 -15 years, the existing estate of 833 dwellings will be demolished in 18 stages and replaced by a master-planned community of more than 2,300 dwellings, new parks, open space, pavements, cycleways and roads. Newleaf Bonnyrigg is the first fully integrated private/community housing PPP in Australia.

Media Release – 16 September 2009

For the past 6 months, Image & Brand Management have been busy on the brand creation and communications roll out for Australia’s first integrated public private partnership urban renewal.

Construction is underway at the Bonnyrigg housing estate, with the first of the area’s new properties expected to be completed by August. Four display homes are being built where public housing once stood near Deakin Pl. Once complete the properties will showcase the designs available to private buyers in the redeveloped housing estate. Project manager Andrew Brooks said work on the construction of the display homes, and the rest of the estate, was ahead of schedule. “The fact that we are going so quickly has taken everyone by surprise,” he said.

The $733 million redevelopment of Bonnyrigg housing estate will see a mix of 2332 private and public dwellings rebuilt over the next 12 years. The project is expected to be completed by 2021. Long-term resident Michele Curry has had her house bulldozed and has been relocated to another house in the estate until her new home is completed in just over a year. She said the revamped estate would be a “new beginning” for the once troubled area. “Seeing the start of construction is exciting,” she said. “It has to be better than it was before.” Ms Curry and other long-term residents joined Mr Brooks and representatives from Newleaf Communities for a tour of the new display homes on Monday, May 18.

Some residents suggested the streets in the estate be renamed to give the suburb a “new start”. Mr Brooks assured residents the overhaul of the estate would put Bonnyrigg on the map for the right reasons. “You just get that feeling that things are changing for the better around here – and that’s great.”

LIVERPOOL LEADER – Carleen Frost – May 29, 2009

Services Provided to the Public Private Partnership

Brand Discovery
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Essence – core of the brand

Brand Values –  what the brand stands for

Creation
Brand Idea – message that runs throughout all marketing
Identity – naming, logo, descriptor, tagline, colours, fonts
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based

Brand Touch Points
Print Collateral – brochure, DM
Diverse Marketing Channels – environmental graphics, outdoor