The Hybrid

Challenge 

When LinkCity approached us to create the brand and marketing campaign for The Hybrid, we saw this as an opportunity to develop something which would spark progress in South Sydney.

When complete the 16,000sqm 10-level A-Grade commercial office building will be one of the most sustainable buildings in the country, constructed with a hybrid timber, steel and brick structure and an emphasis on technology. The development will also include a solar farm, outdoor spaces on every level and a half-size basketball court on the roof.

Approach 

The brand and campaign needed to appeal to a target audience with a pioneer mindset and “out of the box” thinking businesses. It had to encapsulate the disruptive and dynamic nature of the building.

The brand is designed for digital fist, where text, logos and graphics adapted seamlessly to their location. This mirrored the flex of the building itself and LinkCity’s partnership model approach to their client-tenant relationships. Copy matched the arresting nature of the design, with big statements, high-energy phrasing and clever, tongue-in-cheek lines.

The whole brand feels new, different, confident and exciting.

Results 

“Your efforts are incredible. We have not experienced this level of service from any other agency ever!” – William Gathercole, Head of South Sydney Industrial, CBRE