Scarlet gave this tired, soon to be revitalised, Brisbane building a new lease of life with a punchy rebrand that channels a NYC vibe. With its key selling point, the building’s convenient location on the doorstep of both the city’s main transport hub (Central Station) and its’ finest amenity, we set out to own “Central” in prospective tenant’s minds in this saturated CBD market. Scarlet developed strategy, logo and identity as well as designing and writing copy for a marketing suite, brochures for government and private enterprise, an e-brochure, signage and hoardings for the campaign for “140 Central”.