Urban Acres

Year

2023–2024

Client

Gateway Capital

Agency

Nose to Tail

My Role

Naming
Visual Identity
Brand Guidelines
Website Design
Collateral Design
Environmental Design

Art Direction

Nick Roberts
Jason Souter

Reposition, rebrand and launch a once un-loved industrial estate in Melbourne’s outer east.

Gateway Capital engaged Nose to Tail to reposition their business park – an asset that was ripe for reinvention. The brand strategy and communications approach has transformed the offering into an environment that is defined by community, amenity and activity.

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Brief

The client, Gateway, had recently acquired what was formerly Access Business Park and their vision was to shift from a traditional suburban industrial estate to a vibrant workplace and lifestyle precinct, a place that possessed real energy, personality, and cut-through in a competitive market.

Solution

I came up with the name Urban Acres, which felt both grounded and fresh. It was unanimously chosen by both the client and the agents, striking the perfect balance between city-smart and spacious, and gave us a springboard for the brand’s new look and feel.

The creative needed to feel bold and playful without straying into gimmick territory. I refined the original colour palette, bringing in a fluro green that pushed the energy of the brand into the digital space, while honouring the Gateway parent brand. The identity system rolled out across signage, EDMs, brochures, and a website. I designed the brochure with a magazine aesthetic to help it feel more lifestyle-led and less corporate.

We went beyond basics, expanding the rollout with branded umbrellas, bottles, merch and media walls to create a full brand experience across every touchpoint. 

Result

The rebrand was a success. The client was thrilled, and the strength of the identity led to me further reworking other assets across their extensive portfolio, including designing their awards night trophies and projections.