Duke Street

Before you can change a place, you have to earn permission to change it.

Duke Street was a proposed mixed-use development with a sensitive challenge. The site already meant something to the local community, and plans for its future were being met with uncertainty.

Planning wasn’t simply a property question. It was a perception question.

The brand was developed ahead of the planning process to give the scheme an identity people could understand and, importantly, begin to connect with. Local insight helped shape the positioning, while the identity, language and visual world were designed to communicate the quality and intent behind the development without disregarding what the site already represented.

Rather than presenting another anonymous property scheme, Duke Street was given a sense of place before the first brick was laid. The brand helped tell the story of what was being proposed, why it belonged there and what it could add to the area.

Place branding isn’t only about creating somewhere people want to live. Sometimes, it starts with creating somewhere people are willing to welcome.