Founded in 2006 by Jeff Xu, Golden Age Group is globally recognised for its extraordinary portfolio of commercial and residential property valued at more than $10 billion. 3 Deep were engaged to establish the strategic positioning, placemaking, branding, signage and supporting retail sales and marketing campaign for SKY SQR – a premium mixed use development located in the heart of one of Australia's largest commercial, economic and cultural precincts.
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SKY SQR is a development of unique cultural, commercial and architectural equity. Standing sovereign within the heart of Box Hill, our client’s ambition for the project required 3 Deep to first establish an authentic and compelling positioning and place narrative that would champion all retail sales and commercial leasing activity. Positioning the project as 'The People’s Square', 3 Deep were able to unite the retail and architectural topology with the needs and habits of local residents. As a common designation for the central town square of modern Chinese cities, the positioning was supported by an ecosystem of communications that framed the site as a vibrant civic hub that fostered cultural exchange and social connection.
Image courtesy of Oval Partnership. www.ovalpartnership.com
As spaces for public expression, town squares actively shape the identity and vitality of cities and are crucial for fostering a shared sense of community and cultural heritage. Hosting a diverse roster of activities, from traditional ceremonies to contemporary events, it was vital that our positioning narrative for SKY SQR embraced these functions and made them relevant to local communities and retail stakeholders.
Capturing the vitality of the site, the SKY SQR brand was bold, versatile and graphic.
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As a true blend of east-meets-west, the signage and wayfinding program created by 3 Deep was inspired by the dynamic verticality and layering found in many eastern metropolises. Drawing upon notions of interconnectedness and community, the animated roster of forms were expressed in a variety of compositions and materials in response to the architectural palette and remit of spaces throughout the site.
A world of beauty, desire and the exotic
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.
The Ritz-Carlton, Melbourne
Ancient stories and vibrant cultures.
Known as the leader in luxury accommodation experiences, The Ritz-Carlton is one of the most prestigious brands in the world. 3 Deep were commissioned to create an inspiring, meaningful and tangible brand positioning for The Ritz-Carlton, Melbourne, along with the positioning and identityof all supporting food and beverage assets.
Kay & Burton
Rebranding an icon
As trusted advisors to the most astute private clients, families and institutions, Kay & Burton occupies a rarefied position within the Australian property landscape. For more than 85 years, the business has embraced the opportunity to create enduring value for their clients while representing the most coveted property in Australia.