Case Study: DWS Investment Group creates a standout green workplace brand with Toast Creative

DWS Investment Group transforms 120 Edward St with Toast Creative

Toast Creative was engaged by DWS Investment Group to address a branding challenge at their 120 Edward Street office building in Brisbane. The building offered high-end, modern amenities but its leasing was driven primarily by price and convenience. DWS faced a generic brand identity that failed to communicate the property's unique value, resulting in a lack of distinction in a crowded market and an overall disconnect with its premium retail precinct.

The solution from Toast Creative was to develop a new thematic brand proposition titled 'Habitat at 120 Edward'. This positioned the building as more than a desk, but as a green daytime retreat for the city. Toast Creative created a brand narrative focused on harmonizing productivity with cool, green spaces to align with modern work trends. The rebrand successfully elevated the building's identity and arrival experience, fostering tenant pride and creating a more inspiring and emotive proposition, though specific measurable impacts were not detailed in the provided text.

DWS Investment Group