A campaign inspired by human connection and interaction in the modern workplace. Centred around a ‘Q’ symbol, shaped into a speech bubble, our creative positioning celebrates the idea of social interaction as a key positive benefit of coming to work, positioning 205 Queen Street as more than just a building – but a social destination. The brand language is all about choice and the ability to ‘choose the way you work’ ultimately to do your best work. This reflects the landlords ambition of collaborating with tenants to help them shape a tenancy that works for them. With significant infrastructure shifts within the Auckland CBD including the construction of the light rail, tenants, agents, cafe operators all felt there was a growing shift of momentum towards Queen Street, driving conversation and 205 Queen Street becoming the talk of the town. Our colour palette moves away from a typical stark corporate environment with a fresh, vibrant and uplifting approach. A concept grounded in community and environmental stimulation.