HQ No 2. Bligh Street

Background
2 Bligh Street is a 12 storey boutique building located on the corner of Bligh and Bent Street, adjacent to the Wentworth Hotel. The building is in a prime location within a minute’s walk of Circular Quay, and Wynyard station, available for retail and office spaces. Cushman & Wakefield commissioned Traffic to work on the brand name and design and on all the assets useful for the promotion of the space. The main scope was to create a high quality looking brand, highlighting the primary location and the proximity to transportations, cafes and restaurants.

Strategy
The key insight that drove the naming of the property and the overall look and feel of the brand and associated materials was the actual location, specifically what it is known as – the ‘golden triangle’. This area of the Sydney CBD has long been seen as a premium, sought-after pocket of the city, an area where many of the country’s most significant brands call ‘home’. Hence the naming of ‘HQ’.

Solution
We created all of the assets to successfully launch and market the property in a turnaround time of less than 2 months, prior the completion of the refurbishment of the building. From naming and logo/ visual language, through to an engaging video, major photoshoot, a premium brochure and an impressive website rich of beautifully shot images and key information about the building.