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Project Creator
Project Overview
Set to reshape Sydney’s Skyline, Warada on Walker is Thirdi’s next bold commercial venture. Partnering with world renowned architects Woods Bagot, Warada on Walker or WoW, will be a striking new addition to the Sydney workplace landscape. Importantly, Warada on Walker is also part of a major initiative by North Sydney Council to reinvigorate the North Sydney CBD precinct. The planned new vibrant public spaces and inspiring workspaces, will transcend the normal 9-5 drawing people from near and far.
Team
James Cooper - Strategy Matt Cullen - Head of Design Roni Gasper - Business Director Alex Benton - Account Director John Benton - Creative Director Tom Etherington - Senior Designer Julia Edwards - Senior Designer Nathan Lin - Graphic Designer Stephan Lange - Head of Digital Eddy Respondek - Senior Developer Jane Hughes - Senior Finished Artist
Project Brief
Our team were charged with devising the brand and communication assets for this truly remarkable building, set to change the Sydney skyline forever and be talked about for generations to come.
Project Innovation/Need
The building design itself has a strong conceptual narrative, centred on the symbolic nature of the Waratah, and celebrating its strength and resilience through adversity. North Sydney too, is currently undergoing a major rejuvenation with a large investment from the public and private sectors. Our job was to tie these stories together and tell them across all brand touchpoints, beginning with naming. The name ‘Warada’ (derived from the local aboriginal language) came easily to the team, creating a true connection to people and place. With the endorsement of our client, we were given the opportunity to create something that, much like the building, challenged the norms in the conservative commercial property market. A high-impact brand anchored to the building concept was created, along with a full suite of materials delivering the ultimate WoW factor. An epic building needs an epic video. Our hero, the teaser video with its dramatic art direction and Waratah time-lapse filmed over a period of 20 days, plays an important role in scene-setting. Shown to prospective tenants and used in media campaigns, the video creates a memorable introduction to Warada.
Design Challenge
The commercial property landscape is traditionally seen as a ‘safe space’. Post-pandemic, workplaces have evolved, and hybrid workforces are the new norm. Warada on Walker represents the next generation of workplaces designed around the lifestyle aspirations of today’s workforce. Our challenge was to show this evolution and position Warada as more than an office - it's a place for work, play, health and wellbeing. A sharp contrasting palette draws directly from the building’s material palette. Leaning into the gritty sentiments left lingering from the pandemic and bushfires, the brand is moody with large swathes of textural black and red gradients, and saturated photography. A striking red, the colour of strength and power, breaks through the black via large, condensed fonts, representing resilience, optimism and the vision of a workplace for the future. Beyond the graphic language, this tension is carried through to our written language. Bold, confident copy centres on the idea of regeneration and evolution. It underpins the brand, showcasing Warada’s world-class credentials, including leading ESG initiatives, focus on health and wellbeing, tech innovations, forward-thinking approach to flexible workspace design and iconic Sydney harbour views.
Effectiveness
The brand has been successfully rolled out across all platforms including digital media, website, video production and numerous print brochures as well as tenant specific materials. Whilst we are only at the beginning of the marketing journey, feedback from clients, stakeholders and consultants alike has been resoundingly positive. The national commercial leasing agents JLL personally reached out to our client to advise they hadn't seen such a great brand in the commercial space in over 20 years. A media campaign was launched in conjunction with a PR campaign upon DA approval. In one month, the campaign registered over 423,000 video views.
Graphic Design - Identity and Branding - Property - Commercial
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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