Yarra Falls Rises to the Top
Yarra Falls is a unique warehouse with a rich history, located in Abbotsford Melbourne – an area transitioning from its industrial past to a future of urban renewal.
The asset clearly needed a new lease on life. Struggling at 50% capacity in a highly competitive and oversupplied office market, the challenge was to uncover the building’s Remarkable Truth® and attract the type of tenants who would value the unique spaces and surrounding natural amenities.
Through a series of collaborative project phases Monogram was able to develop a deep understanding of the asset and create a brand positioning that encapsulated the past, present and future: “The haven of renewal and possibility.” This became our north star, guiding all messaging, visuals and development of the new brand.
The project scope also involved a Futureplace® strategy which identified a unique opportunity to convert under-utilised space into an indoor/outdoor wellness area. This, along with the new positioning drove demand and uplift which correlated into direct value and benefit to tenants.
With the creation of the phase one leasing materials, Monogram set the foundation for a strong launch to market with cut through that helped drive engagement and interest in new leasing deals.
Research, Positioning Strategy, Place Strategy, Identity Design, Customer Experience Planning, Copywriting, IM / eBrochure, Signage, Hoarding