Washington Park, Riverwood
A resounding success story and a lesson in how to build a successful community.
Washington Park is one of the largest urban renewal projects undertaken by the NSW Government in partnership with Payce and recognised by multiple industry awards as a benchmark for innovative community living. Payce appointed Rare to work alongside Turner Studio and Koichi Takada Architects to create a collaborative place brand vision which celebrated the rich social fabric and revitalised landscape which was set to be created. Taking Koichi Takada’s theme of ‘Seasonality’ as a visual reference, we developed an identity which captured the theme of transformation and becoming a blueprint for future living. The suburb wide brand activation strategy for Washington Park is one of the largest we have undertaken. Addressing the place identity, wayfinding and brand storytelling, the activation strategy needed to speak to the needs of the residential sales campaign and be respectful to the local community.
Payce
Sector
Apartments
Communities
Place
Brand Identity
Brand Strategy
Content
Creative
Digital
Environments & Wayfinding
Our strategy for Washington Park involved building a campaign around the powerful singular statement ‘We are’. The word “we” was important as it recognised all residents of Washington Park, both public and private and encouraged a common sense of pride.
The highlight would have to be Washington Park’s custom built display and community information building, complete with entry statement, supersized picture frames and a brand story installation which followed the length of the cobblestone entry way.
