The beauty of balance

Central Element | Ethos

49 ultra-luxury residences in Chatswood that embody the positioning of ‘a life of natural balance’.

  • CGI
  • Property Marketing

In 2019, Hoyne developed the Place Visioning strategy and recommendations for Central Element’s project in Chatswood. This foundational work, which identified an opportunity for a Chatswood CBD development centered on wellness and nature, set the scene for what would eventually become Ethos. 

The design by SJB Architects comprised 49 boutique, ultra-luxury residences with leading edge wellness facilities, boutique retail, landscaped rooftop spaces, commercial workspaces, and a residents-only sky lounge. 

In 2022, Hoyne was engaged to name, brand and market the project with a high-end campaign to engage off-the-plan buyers and expedite sales success.


In collaboration with Central Element and SJB, Hoyne developed a brand which balanced the development vision of a luxury wellness sanctuary for living with the eclectic energy of Chatswood itself. Targeting the mindset of buyers who respond to status and sophistication we defined a name and brand which successfully expressed the positioning of ‘a life of natural balance’. 

Language was elevated and expansive, bringing a sense of elegant philosophy to a brand that exuded depth and considered design thinking. These qualities were extended into the display suite which created a luxurious experience that evoked the sanctuary-like nature of Ethos. The brand video, brochure, signage and finishes provided the tools for buyers to explore, touch and be inspired by.


In a challenging and highly competitive market, the brand and campaign for Ethos successfully engaged our target buyer markets. Campaign materials including the website, eDM, press, site signage and digital advertising drove a huge opening weekend for the sales team and Central Element.

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