With its burgeoning cultural scene, convenient connectivity and thriving development and infrastructure, Southport on the Gold Coast is in the midst of a huge transformation.
SMART was commissioned to create a brand positioning, brand strategy and a full suite of marketing collateral for a 47 storey development on Scarborough Street, Southport.
It offers unmatched connectivity, beautiful views and is poised to take advantage of the infrastructure development in the area, including the G:Link light rail.
We developed the positioning ‘perfect in every aspect’ to reflect the building’s incredible proposition for both investors and owner-occupiers. The positioning was also designed to be adapted and tailored to different target audiences and executions depending on media placement.
Our creative direction included a striking colour palette, heavy contrasts and emotive photography to capture the energy and excitement of the suburb.
Work included lifestyle, talent, view and location photography, 3D artist impressions and animation, a full Sales Display fitout, bilingual website and brochure, sales collateral and an interactive sales application.
Following launch on 2nd January 2016, Grand Central Southport exceeded sales expectations with 37 national sales and counting.