Theola creates next-gen place identity for STRATTON, Silverstone’s boutique commercial premises in Newstead.

Theola has created the commercial place brand and a dedicated suite of marketing collateral to launch Brisbane’s fastest commercial building, Stratton. The 10GBPS enabled business premises will be situated opposite The Triffid at 14 Stratton Street, in the heart of Newstead, Brisbane’s fastest growing business precinct on the CBD fringe.

The brief was to demonstrate “next-generation business functionality in a building that fully embraces Queensland’s sub-tropical climate”. Throughout the strategic phase of development, the team returned again and again to the architectural design strengths and the compelling list of clearly differentiated additional benefits Stratton delivers to create the positioning, ‘Business. Like no one else’s business.”

The agency’s work for Stratton is comprehensive and includes strategy; brand identity; place design; logo creation; custom typography; print and digital collateral; custom web build; commercial film; custom display suite, social media and launch materials.

“Stratton really sets a new benchmark for ‘the future office’ in Newstead with a design that integrates a high level of user and business wellbeing through the inclusion of best in class end of trip facilities, a rooftop pavilion, generous common third-space lounges and green balconies.”

The central idea behind the identity focuses on complete business flexibility, demonstrating how the spaces within Stratton allow occupants to flex, connect, collaborate and thrive. A bold graphic approach to headlines amplifies their meaning and clearly differentiates Stratton from other commercial properties.

Striking renders by Binyan bring the building and its unique spatial attributes to life and are juxtaposed with of-the-moment reportage style precinct and lifestyle photography of Sydney based Anthony Geernaert. These elements combined with the boldly graphic typographic approach combine to deliver a commercial place brand that is innovative, ‘radically different and better’.

The design system reflects the building’s agility and flexibility, inviting potential occupants to fully explore Stratton across complementary marketing channels. “This bold approach to a commercial place identity is as fresh and innovative as the building”.