The Brisbane Baylands project proposes to remediate a 680-acre former railyard and landfill and create a next generation commercial and residential development. The project would create 12,000 to 15,000 additional jobs and 4,500 new units of housing within walking distance of a major inter-modal transit hub. Located next to the region’s largest international airport, midway between its premier research universities, and next to one of the largest concentrations of biotech businesses in the world, Brisbane Baylands is a model of how business and environmental groups can work together to create a nexus between jobs, transit and housing.

Universal Paragon Corporation (UPC) hired Circlepoint to create an inviting brand identity that defines the project, reflects Brisbane’s unique attributes and qualities, and contributes to the development team’s place-making efforts. As a first step, Circlepoint conducted a comprehensive brand audit and assessment. During this research and listening phase, we reviewed existing brand assets, collateral materials, media coverage, and the online landscape. We immersed ourselves in the project by participating in tours of the site, conducting interviews with key stakeholders, and facilitating a focus group with members of the Brisbane community.

This valuable input and analysis informed the subsequent visioning process, where we facilitated strategic brainstorming sessions with UPC staff. Our team used the findings from the visioning process to develop a new unique brand identity for the development, including a logo, tagline and style guide. With the resulting branding, we designed a multitude of outreach materials for use through the project development process.

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