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Founded by Jonathan Hallinan in 1995, BPM has been developing and building iconic, design driven multi-residential projects for 20 years. Following a significant review of BPM’s existing business, brand and communication strategies, 3 Deep were commissioned to reposition the brand and establish an integrated program of communications across all property and branded touch points.

Challenging the existing property paradigm, we sought to establish value in – and desire for – the BPM master brand while transferring the resulting brand equity across to all project marketing campaigns and branded experiences.

In order to reposition the BPM brand it was vital that the program amplified a position of scarcity and exclusivity while continuing to provide access to BPM’s aspirational world. Through an integrated program of communications we promoted the canonising story of BPM's creator while creating opportunities to demonstrate the virtues of the BPM brand beyond property. Tactically, we sought to amplify each of the unique BPM signatures through attainable products while developing service cues that extended the customer theatre of experience beyond an initial transaction.

Within the context of luxury, extraordinary is about being unique, without comparison or equal.

Located beyond the confines of quality, the BPM brand is distinguished by a commitment to emotion. Delivered through each of the brand's signature touch points and experiences, our brand identity amplified BPM’s luxury credentials while signalling that the purchase of a BPM property was the starting point of an extraordinary lifelong engagement with a world underpinned by objects of desire and extraordinary experiences.

Every facet of the BPM World has been carefully considered in order to create a lasting memory of unparalleled attention, excellence and uniqueness.

Underpinning the need to connect with a new generation of luxury consumers, an integrated program of communications helped solidify the purpose, vision and values of the brand while delivering a far more rewarding and intelligent form of social and cultural engagement.

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