Challenge
To create a distinctive identity for this residential development in an over-saturated and competitive apartment marketplace.

Creative Strategy
The multi million dollar redevelopment of the Russell Street Police Headquarters was based upon a concept that enabled owners to be able to design their own residential

space - to create "your own blueprint".

Creative Idea
Blue.

The ROI
In addition to helping define the apartment lifestyle options, the brand solution for Concept Blue was incorporated into the site's architecture - the blue shard of glass is a feature of the residential tower.