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Queen’s Wharf Brisbane

It’s history in the making.

Challenge

In 2019, Far East Consortium broke ground on what would be the largest integrated resort development in Australia, and one of the largest urban development projects in the country’s history. The development, comprised of a casino, shopping complex, riverfront parks, and a high-rise development, will account for 20% of Brisbane’s CBD footprint, when complete. The developer challenged us to develop a brand that would match the monumental nature of the project.

Queens Wharf Queens Wharf Queens Wharf
Queens Wharf Queens Wharf Queens Wharf
Queens Wharf Queens Wharf Queens Wharf
Queens Wharf
Queens Wharf Queens Wharf
Solution

In the crowded market, many developers have a similar look and feel that has resulted in one thing: generic property brands. For this challenge, we looked at the site’s storied history and humanized the brand by developing a modern fictional ‘queen’ who represented the luxury, quality and timelessness we tried to convey.

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Shooting a television and digital campaign with the queen gave us impactful visual that drove quick leads and sales through advertising and a website custom built as part of our digital eco-system.

Queens Wharf
Queens Wharf Queens Wharf
Queens Wharf Queens Wharf
Queens Wharf Queens Wharf
Queens Wharf
Queens Wharf
Queen’s Wharf sold over 70% within the first week of its launch. The project is currently 90% sold.
Queens Wharf
Queens Wharf
Queens Wharf
Queens Wharf Queens Wharf
Queens Wharf
Queens Wharf Queens Wharf Queens Wharf
Queens Wharf

“Brisbane was a blank canvas in terms of an iconic development. It didn’t have a Fed-Square or a Syndey harbour bridge. This was our chance to change that.”

Stuart Black | Founding Partner / Executive Creative Director, 10 Feet Tall

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