Queensland’s largest urban waterfront renewal project: Northshore

Northshore is Queensland’s largest urban waterfront renewal project. Over the next 20 years, this 304-hectare site will be transformed from a historic wharf into a premier waterfront suburb that blends tradition with tomorrow. It will be a source of inspiration, with smarter living, open spaces and world-class design for everyone to enjoy.

While the project was launched in 2011, Northshore hadn’t gained traction as a recognised suburb – and people in Brisbane weren’t familiar with where or what it is. Hoyne were set the challenge of refreshing the Northshore brand and vision. Our KPI was simple: people need to be able to ‘ask a taxi driver to take them to Northshore without requiring directions’. We needed to create a single-minded offering that Northshore could own and be famous for.

Northshore is already home to exclusive riverside living, creative incubators, an active outdoor lifestyle and pop-up experiences – including the famous Eat Street. The campaign builds on this to re-position Northshore is a place where new ideas flourish, new flavours are invented and new friends are made. By creating a new brand strategy and strong visual identity, the campaign will position Northshore as ‘A Place of Discovery’ – and we are working closely with Economic Development Queensland (EDQ) to make this vision a reality.