A diverse and commercial retail precinct in the charming surrounds of the refurbished Arnott’s Biscuit Factory at North Strathfield, with cobble stoned streets, leafy parks, retail outlets, gyms, childcare, bars, cafés and an array of restaurants, the precinct provides an idyllic business and social environment to work and play.

The research had shown that precinct had an identity crisis. Locals and visitors had all called the precinct different names and it wasn’t quite obvious where the site was or what the precinct had to offer.

Known as The Bakehouse, Bakehouse, The Bakehouse Quarter, it wasn’t clear what the precinct name was. My strategy was to shorten the name to Bakehouse Qtr, which simplifies the name, allows for better use in a digital, and becomes instantly more recognisable. The brand direction embraces the heritage of the site, starting with the industrial designed logo being a nod to yesteryear. 

The place strategy was to highlight all the precincts within the precinct, showcase the thriving destination offering so many of today’s necessities and indulgences. The challenge of unifying work, play, shopping, and dining destination under the one umbrella of Bakehouse Qtr.

My idea for the new positioning was about making the emotional connection and feeling that there was something for everyone. ‘This is my quarter’ was centred around, this is what I can do in my place, my precinct. The brand refresh and positioning used in conjunction with bold and bright colours have provided a much more engaged community, drawing in locals and visitors to the precinct.