Anti-Sameness in Action

Central Square, a dated brutalist building, needed to be repositioned urgently in order to capture new leasing opportunities given the impact of Covid-19 on the commercial industry.

Monogram was engaged to review, develop, and launch the new Central Square brand with a clear and highly differentiated direction. Integral to the success of the project was cutting through the enormous sea of similarity with some serious Anti-Sameness action.

Located at the heart of Sydney’s future Tech Central Precinct development, the building is uniquely positioned to benefit from the precinct’s physical transformation. It was crucial that our approach served to educate and sell the future benefits of the overall precinct vision – before it was realised.

Remarkable positioning created the foundation for a stand out brand identity and highly targeted sales tools. This was all centred around the precinct and the building’s ability to harness the chemistry of the unexpected to spark new ideas and fuel business innovation.

This full suite of collateral set the LaSalle team up with a strong platform and compelling communication tools to help secure a key anchor tenant along with a new raft of SMEs.