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The Terrace, located on the 15th floor at One Farrer, is a premium outdoor venue space in the heart of the business precinct in the Sydney CBD. The venue is designed for corporate events and social functions. Dexus, GPT and Lendlease (building managers) required a brand and campaign to help build awareness of the venue, which launched in February 2018.
In order to promote The Terrace, we developed a brand tool kit that comprised of an identity, messaging and photography.
IDENTITY AND MESSAGINGThe ‘Up on The Terrace’ phrase was developed to reinforce the height of the location. The lockup can be tailored to suit a diverse range of events - i.e. 'Glam It Up on The Terrace' (formal events), 'Move It Up on The Terrace' (corporate events), 'Live It Up on The Terrace' (social events) and 'Mix It Up on The Terrace' (cocktail functions).
Taking visual inspiration from the One Farrer logo (the identity of the building which The Terrace is located), the use of elegant double lines was utilised in the word ‘UP’ to create a tasteful look and portray it as a venue of distinction.
PHOTOGRAPHYThe key selling point of The Terrace is the up-market location and also being the largest outdoor venue of its kind in the Sydney CBD. To visually bring this to life, the art direction takes its cue from fashion photography, combined with the beautiful architectural surroundings to create a look that was aesthetically appealing.
• A stylish, flexible and elegant brand
• The first digital campaign featuring the new brand (from 26 February to 29 March 2018) delivered 1,062,061 impressions. There were also 3088 sessions on the landing page.