120 Edward St

120 Edward st is an office building owned by DWS investment group in the heart of Brisbane. Located between the city’s Elizabeth and Charlotte Streets, it is in a prime luxury retail precinct lined with heritage buildings that are home to high end boutique offerings by Tag Heuer, Hugo Boss, Cartier, Hermes, and Mont Blanc.

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The site has many distinguishing attributes and unique usages of the space. It boasts a stylish, homely workplace design with open plan offices and flexible breakout spaces. There are landscaped outdoor balconies with bbq/bar installations on some levels, as well as freshly-appointed end-of-trip facilities available to all tenants. Thus the building actively embraces the latest working trend of open plan offices with bright, natural accents. Yet there are aspects of the site that remain under-utilised as well as a disconnect with the exterior branding, meaning there is an inherent lack of awareness of their brand and site offering.

120 Edward’s leasing experience is currently price and convenience driven, leaning on functional and rational building attributes, yet it is immediately evident that this site offers so much more. This however is un-communicated and thus unknown to the outside. TOAST were engaged to elevate the position of this modern building to corporate tenants and develop a higher-level brand proposition that appeals to the target audience, whilst being aware of their unique drivers and needs.

There is a need for an emotive, themed marketing platform. With a fairly generic brand identity and marketing experience, the building lacks a compelling brand proposition to leverage and therefore lacks distinction from a crowded market.

Plus, there is a need for a more inspiring proposition for the building, and an internal experience that brings this promise to life. To work closely to DWS’ vision, our team needed to focus on establishing a thematic brand proposition that supports the building identity for tenants, guests and the business community at large.

In researching the surrounding area, competitors, and immersing ourselves in the space, we highlighted key areas requiring attention to expand on the brand experience. The modernised office suite fit-outs promise a workplace adept with current trends, however the identity and arrival experience remained dull, dated and lacking in emotive theming. Thus there existed an overall disconnect between the internal on-trend offerings with the identity of the overall building offering. 

To bring new life to 120 Edward, we identified a need to elevate the arrival

experience, giving tenants and visitors an opportunity to be enriched by the space as part of their working day. TOAST worked to create pride in the address by elevating the experience for tenants and guests. Our brand narrative for 120 Edward focused on the creation of value and awareness for the building by amplifying the building’s existing green theme as a welcome retreat for the city.

Introducing 120 Edward as more than a desk; as a green workplace it is a daytime retreat to work, meet or recharge. This thought analysis lead to the big idea ‘Habitat at 120 Edward’. Habitat at 120 Edward is a place where productivity and purpose exist in harmony with cool, green spaces. Where inspired, modern workplaces reside within a green enclave, to be enjoyed by all. This is a building that supports the working day with healthy, vibrant and modern spaces that inspire fertile thinking and growth. This idea aligns with our society’s changing nature of work. We are not tied to our desks from 9-5; we need areas to recharge, environments that inspire and spaces that are conducive with enjoyable and collaborative productivity. 120 Edward was rebranded as a space offering precisely this