Circa (FKP) – Case Study.
April 11, 2010 // IBM BLOG POST
Circa is the ambitious new development to comprise the final stage of the successful Norwest Business Park in Sydney’s North West. Capitalising on the growing demand for a better work/life balance and the move away from Sydney’s CBD, FKP and Mulpha asked Image & Brand Management to provide naming, branding and marketing strategies for the launch of this landmark destination.
To ensure maximum standout amongst the usual plethora of commercial property communications, the visual identity supported the brand tagline ‘Come to life’ with a vibrant palette of yellow and orange to reflect the warmth and vibrancy of a community-orientated ‘lifestyle’ business park.
A ‘honeycomb’ pattern was designed to reference the idea that this was a place full of life and activity.
SERVICES PROVIDED FOR FKP:
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Essence – core of the brand
Brand Values – what the brand stands for
Brand Idea – message that runs throughout all marketing
Identity – name, logo, descriptor, tagline, colours, fonts
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based
Brand Touch Points
Identity Guidelines – guides the use of the identity
Print Collateral – brochure, DM
Brand Experience – Sponsorship, Events & co-branded activities
Electronic & Web – website, banner advertising, email newsletters, SEO
Diverse Marketing Channels – environmental graphics, outdoor
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