BEYOND | Mixed-Use Precinct

Sydney, 2020–2022

BEYOND is a $700m mixed-use precinct in Sydney developed by Fridcorp, billed as Australia's first real estate precinct designed around holistic wellness, where architecture, amenity and environment converge to support residents' social, emotional and physical wellbeing.

When the project's initial launch failed to gain traction, Fridcorp brought me in to diagnose what wasn't working and start again. The audience had not been accurately identified, which meant the positioning and messaging were off the mark and the full mix of uses lacked a unifying idea. I conducted audience and buyer profile research and market analysis to inform a new strategy, developed the repositioning, oversaw the rebrand, and rebriefed the brand and marketing teams before relaunching the project under a new strategic framework.

I was retained for over two years to lead all brand, marketing and communications strategy through to completion, covering product positioning, a successful relaunch during Covid, immersive sales gallery design, multi-channel campaigns, publicity, events and ongoing marketing management. The strategy also included a custom digital platform for resident community building and concierge services, and branded campaigns to build anticipation for future residential phases and establish BEYOND as a lifestyle destination ahead of completion.

Repositioning strategy · Mixed-use precinct