Quay / Mirvac

On Brisbane City’s competitive riverfront, a focus on wellbeing delivers success.

  • Place Branding
  • Property Marketing

Branding the next release of apartments in Mirvac’s hugely popular Waterfront, Newstead development, Hoyne needed to acknowledge the riverfront precinct’s appeal while distinguishing this new tower. With its resort-like amenities and services, Quay occupies a superior location and offers unrestricted river and city views. By shifting attention from the building’s features to the benefits they impart, Quay’s brand connects with buyers in search of holistic living and an environment that balances physical, spiritual and emotional wellbeing. Over $95 million of apartments sold off-the-plan, prompting Mirvac to fast-track plans for the next Waterfront Newstead apartment release.