Blackstone

Blackstone is one of the largest investors in real estate globally. Working with its APAC team, and as part of a Hong Kong based group of strategists and creatives, I led multiple positioning and repositioning projects across Hong Kong, China, South Korea and Australia. 

The positioning and repositioning of commercial properties, included brand strategy, naming, messaging and brand communications, e.g. guidelines, film, sales and investors brochures, among other communication assets.

627 HuaiHai (Shanghai) - The rebranding concept focused on highlighting the building’s strategic location and curated retail mix.

Arc Place (Seoul) – At the core of Seoul’s financial district, the rebranding aimed to reflect a distinctive warm and human-scale space for office workers and visitors, quite different from the conventional look and feel of other commercial properties in the district.

8 ST George Terrace (Perth) - Using the iconic shape of the building as a core visual element, the rebranding aimed to inject a fresh and modern feel to the building to attract commercial investors.