Stratton
Business. Like no one else's business
Commercial building brands are traditionally blue, conservative, and interchangeable. When Silverstone Developments asked us to brand Stratton, a boutique commercial building tucked between two residential towers in Newstead, they weren’t interested in following that brief. They wanted a workplace for the movers and shakers. A building with the confidence to say that business doesn’t have to look like everyone else’s business.
The insight started with the site. Stratton sat diagonally opposite the Triffid, in one of Brisbane’s most eclectic and creative neighbourhoods. The building wasn’t hiding. It was waiting for someone to notice it belonged there. The opportunity was to build a brand as irreverent and ambitious as the tenants it was designed to attract, visionary businesses who didn’t want a corporate address, they wanted a statement.
The insight
Stratton sat in one of Brisbane's most creative precincts, yet commercial building branding remained stubbornly conventional. The opportunity was to reject the corporate playbook entirely and build a brand as ambitious as the businesses it was designed to attract.
The idea
'Business. Like no one else's business.' We positioned Stratton around a new set of rules - irreverent, confident and built for tenants who see their workplace as an extension of who they are, not just where they work.
The creative
We rejected the category defaults and said no to navy, Helvetica and corporate restraint. Instead, a bold orange identity with architectural precision, photography drawn from the neighbourhood's own energy, and messaging that read more like a manifesto than a leasing brochure. Maverick but masterful.
The recognition
Stratton was recognised at the 2020 AGDA Design Awards — the national benchmark for Australian graphic design — with a Merit for Design Effectiveness in Property Sales and Development, alongside a Finalist citation for print.