Catch-up, Collaborate, Make Community
Alexandra Point is a flagship commercial office asset in the Frasers Property portfolio and the location of the company’s global headquarters. An asset enhancement initiative provided an ideal opportunity to create a compelling place brand and to demonstrate the Frasers Property sustainability pillars through experiential ideas.
As Alexandra Point is a tenanted office building and home to other companies, the strategy was to create an independent brand identity, one that is not directly connected to the Frasers Property corporate brand. Out challenge was to develop a place brand positioning and personality that supported the sustainability narrative and to express this brand identity through a clean and minimalist brand design aesthetic.
A SEAMLESSLY INTEGRATED WORKPLACE
Inspired by people interacting and converging, our solution embodies the guiding concept of connectivity within the Frasers Property sustainability roadmap. A minimalist expression lends itself to a fluid and dynamic visual application, seamlessly integrating the workplace and diverse spaces for communities to interact.
Our team identified opportunities for how the different areas and zones within the new Alexandra Point can be used to enhance and support a sustainable place brand experience based on the Frasers Property Sustainability Pillars.