REPOSITIONING STRATEGY, BRANDING, NAMING, ART DIRECTION, COLLATERAL, GRAPHICS
Chapel Street is a Melbourne destination, trend-oriented with a focus on exclusivity balanced with truly "livable" accessibility. In a time when it’s still discovering its modern day image, the crowd it attracts is already comfortable in theirs. 670 Chapel, formerly ‘Vogue Plaza’ was previously just a quick trip, duck-in kind of centre; a place to tick things off the list. Not somewhere you’d necessarily want to spend time or catch-up with a friend for a coffee. That was about to change.
BrandWorks was engaged to reposition Vogue Plaza as a destination - through re-branding, art direction and collateral creation. Our role was to revitalise the look, feel and tone of the centre, making it memorable and contemporary. Elevating Vogue from just general amenities to accessible premiums was key to having locals feel at home within a space that makes everyday experiences more valuable. The aim was to communicate 670 Chapel as a desireable desitination where locals can accomplish several errands in the one spot while embracing the demographics social lifestyle. We repositioned 670 Chapel to establish itself as the meeting ground of premium feel-good experiences and utility. It is now vibrant, functional and urban.
Celebrating the everyday in the finest way. Where life meets lifestyle.
PHOTOGRAPHER Penny Lane