Most branding projects start with a moodboard. This one started with a building. From the outset, the project was guided by the architecture itself. We helped 45 Jones St translate its character into a considered brand, website and digital experience designed for today’s tenants.
The Challenge
Sydney’s commercial office market is fiercely competitive. With premium office developments emerging across the city, standing out takes more than just a good location.
Following a major renovation of the heritage-listed 45 Jones St building in Ultimo, TOGA Group had created a workplace designed to entice people back into the office. The offering included premium end-of-trip facilities, an infrared sauna, yoga studio, fully equipped gym, sensory room and even a bookable golf simulator. The physical space had been thoughtfully transformed. Now the digital experience needed to match.
TOGA engaged us to develop a brand identity, video and website that would communicate the building’s unique offering and position 45 Jones St as a compelling workplace destination.
Our Approach
Rather than starting with a blank canvas, we looked to the building itself.
45 Jones St is a heritage woolstore with distinctive architectural features, most notably its strong geometry and arched windows and doors. These elements became the foundation of the brand system. Instead of layering on something new, we drew from what was already there. The arch motif evolved into a flexible graphic device that frames imagery, creates structure and brings consistency across the identity and digital experience.
We paired the new identity with a website designed to highlight both the building’s character and its modern amenities. To bring the story to life visually, we captured video content that showcases the architecture, atmosphere and lifestyle offering available to tenants.
The Results
The result is an understated, confident and timeless brand system that reflects the character of the building while positioning it firmly for the future. The new website brings together identity, content and functionality in one cohesive experience. It showcases the space, highlights the amenities and provides tenants with a practical digital hub for everyday use.
By grounding the brand in the architecture, the project achieves something simple but powerful. A workplace identity that feels authentic, distinctive and built for the future.
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