VALAD Property approached Frost* to develop a brand strategy, name and identity for a new major commercial property in Syndey, Australia. The brief was to create a brand campaign emphasizing the site’s dynamic commercial value, making it stand out in the competitive market. The brand strategy centers on the term “connectivity,” with the property aptly named Gateway 241—a summation of the site’s location near Sydney International airport, a major connection point between Australia and the world. The identity’s wordmark communicates connectivity by splitting and stacking the word “Gateway” and reconnecting it with a centralized number four. As a direct reference to the site’s captivating airport views, the numeral is elongated to visually represent a runway. The campaign’s print collateral juxtaposes photographic representations of the property’s surrounds with bold typography and data displayed as infographics, to create impact while making the information easily accessible.
// From our friends at Communication Arts