Sydney-based studio Moffitt.Moffitt was asked to name, brand and market One Hundred Broadway, a set of new commercial workspaces offering flexible and creative ways of working, inside an innovative new business hub precinct built by architectural firm Frasers Property Australia. “The brand mark is a reference point for the curved layers of the building design by Foster + Partners,” explains founder and director Andrew Moffitt.
The studio also commissioned a suite of illustrations by Steve Scott to capture everyday moments of life in and around the new building. The aim was to highlight that a workplace is as much about living as it is about working.
“Their instant charm and approachable character gave the project instant cut through – setting it apart from the stock imagery world of commercial property marketing,” says Moffitt.