Case Study: DWS Australia repositions 180 Queen St as Brisbane’s creative hub with Toast Creative

DWS Australia repositions 180 Queen St with Toast Creative across 6 levels of private office suites

Toast Creative was engaged by DWS Australia, an investment company, to revitalize the leasing campaign for the heritage building at 180 Queen Street in Brisbane. The challenge was to breathe new life into the dignified site and attract new tenants by creating a compelling brand identity and campaign platform. This required clearly defining the target audience's needs and addressing a disconnect between the building's external presence and internal atmosphere.

The solution implemented by Toast Creative was a holistic rebrand that repositioned the property as "The Bank of Ideas," a hub for Brisbane's brightest minds in creative and start-up industries. They embedded the customer journey with energy and inspiration, shaping the offer to appeal to potential tenants seeking space to work and create. While the case study does not list specific metrics, the campaign successfully created a new identity to attract higher quality tenants to the iconic heritage location.

DWS Australia