Cleveland & Co was the redevelopment of an old art deco commercial building positioned on a noisy, dirty, busy road in Redfern. Hoyne turned these challenges on their head, drawing out the unique character of Redfern and Surry Hills... and creating a brand identity and marketing campaign with distinct personality.
Hoyne created the type of personality you might see cruising down Cleveland Street, brogues shined to the nines, beard unkempt, hangover raging and unequivocally shameless. With great design credentials, we were able to position Cleveland & Co as a building with genuine personality that appealed to many in a vanilla saturated buyer’s market.
The median price for property in this area is $9,600 psm. Cleveland & Co. sold for $15,800 psm. Over 6000 people registered to purchase one of 40 apartments and many of them paid $10,000 in advance just to get an appointment with no guarantee. The branding and campaign generated significant buzz and the all apartments were sold within hours.