Brisbane’s RNA showground and the surrounding pavilions are iconic Brisbane landmarks with a rich history dating back to 1875. In 2014 extensive development began on this space, in a landmark partnership between the RNA and Lend Lease.
DAIS was engaged to develop an identity for the King Street precinct that aligned with Lend Lease’s overarching strategy for the development. There were four key pillars that needed to influence King Street’s brand strategy, and these revolved around the RNA’s history; the development’s unique urban style; its hyper-locality to the very best Brisbane has to offer; and the artisan, regional produce in stores and restaurants. These four key themes inspired our strategy, as well as King Street’s visual identity.
We defined and distilled King Street’s brand story, incorporating their commercial, retail and residential offerings to create the concept of Live King Street. This campaign voice has a dual meaning – it’s an invitation to experience the King Street lifestyle, to live there, but also refers to King Street as a thriving cultural epicentre, full of life.
Visually, we took cues from the four key themes, developing a logotype that was fresh, contemporary and eclectic, while also speaking to the rich history of the RNA showgrounds. The icon takes inspiration from the crossroads between King Street and Gregory Terrace, with each line style representing a key theme – heritage, ‘the region’s best’, urban living and connectivity. The lime green and concrete colour palette is vibrant and urban to match King Street’s commercial, residential and retail offerings; and the stencilled typography speaks to the precinct’s eclectic and modern style.
As part of a comprehensive place articulation brand strategy, DAIS developed language, structures and a visual style to articulate the location’s identity and position them competitively within the market. King Street is already thriving, with The Yards residential complex setting a sales record for Brisbane.
