East End / Iris Capital
Creating urgency, instilling confidence – Communicating a bold vision for Newcastle.
Encompassing several blocks in the heart of the CBD, East End is one of Newcastle’s most significant and celebrated developments — helping shape the city’s ever-evolving identity over the last decade. Hoyne was engaged to refresh the overarching brand for its very last residential release. Rather than amplifying the finality and completion of the development, our campaign strategy and marketing instead spoke to how East End was ‘just the beginning’ for Newcastle. We celebrated the beauty and richness of the coastal city as an arty, cosmopolitan lifestyle destination, positioning East End as an urban village for everyone who loves Newcastle. For this campaign, we refined the East End wordmark, colour palette and flag monogram. We also created a suite of framing devices that referenced the development’s restored heritage façades; overall giving the brand a fresh, contemporary and luxurious upgrade befitting East End’s (and Newcastle’s) incredible legacy.
