Situated in the heart of the Auckland CBD, 280 Central is a mixed-use commercial precinct developed by Stonewood Group. Stonewood’s vision was to reinvent the original 1970’s tower into a premium commercial hub that revitalises Queen Street’s underutilised midtown quarter.
Our challenge was to create a brand that captures the remarkable metamorphosis of 280 Queen Street into a magnetic and pivotal destination within the Auckland CBD. Targeting forward-thinking businesses poised to seize the opportunities presented by a transforming city-centre, our strategy was to position the development at the epicentre of urban activity and dynamic change. Our approach involved crafting a unique brand that embraces the concept of being at the focal point, embodying the progressive and aspirational mindset of a community making a lasting impact - an audience we refer to as "centrally-minded."
Our distinctive visual identity draws inspiration from the world of technology, utilising a subdued colour palette punctuated with vibrant, metallic accents. This aesthetic captures the essence of design innovation - a key attribute of 280 Central. Throughout the brand, we employ a simple graphic language focused around the idea of being at "the centre." Our verbal language revolves tightly around the core concept of the location, employing keywords that assert the notion of "central" at every opportunity.
