Client: South Australian Department of Manufacturing, Innovation, Trade, Resources and Energy (DMITRE)
Dates: May 2011 - May 2012
Location: Adelaide, Australia
Whilst working at: Arup
While leading Arup's Strategic Design capability in Sydney, I led the development of Tonsley's strategic brand, in collaboration with DMITRE and Renewal SA.
A former Mitsubishi manufacturing site, Tonsley is South Australia's largest urban regeneration site. Based on an understanding of the development's value proposition, the brand embodied the story of the site's future. It set up the logic for the uses, type and mix of retail, architectural language and tenant mix.
The brand was developed through a rigorous research process, engaging with focus groups from the various future user groups to understand their expectations and test the value proposition with them.
This strategic brand work resulted in the development of a creative brief for the brand expression of the development but also became a reference document for key urban and architectural works.
More on Tonsley here.