We were engaged to develop a brand identity for the Deicorp’s upcoming residential redevelopment of 250 apartments, located opposite the train station in the former TNT Logistics headquarters in Redfern. Subject to extensive revitalisation plans by the state government, we wanted to capitalise on the suburb’s transformation into the next Sydney hotspot while still honouring the history and spirit of the local community.
With a wealth of competition surrounding the site, we needed to distinguish TNT Apartments from the rest with an aspirational brand story. Both geographically and culturally, Redfern sits ‘on the edge’ – leading us to our dynamic creative proposition ‘Live on the edge’. Every element of the branding was chosen to underline TNT’s coveted location and exciting lifestyle: from the industrial-chic palette to the moody aerial photography.