Macquarie Rise

A campaign built for evolution, creating long-term place equity across residential, penthouse and retail leasing.

Service
Strategy & branding

Scope
Brand strategy
Naming
Visual identity
Photography, video & art direction
Brochure design
Display suite
Website design
Digital
Signage design

Creating a distinct presence in Macquarie Park

TOGA engaged Extrablack to create a truly distinctive project marketing campaign for Macquarie Rise, their third development within the Macquarie Park precinct.

Launching into an increasingly competitive market, the challenge was to create meaningful cut-through while positioning Macquarie Rise as a compelling lifestyle offering for first home buyers, young families and investors alike.

While the campaign delivered a strong visual identity, the project was ultimately driven by TOGA’s ongoing ambition to rethink how people live, connect and experience everyday life. That shared vision created the opportunity to develop a campaign with both emotional resonance and long-term strategic depth.

Building a brand with longevity

From the outset, the Macquarie Rise identity was designed with enough flexibility, aspiration and depth to evolve naturally into stage two.

Its established equity allowed buyers to immediately understand the project’s promise: premium living, thoughtful design and confidence in TOGA’s delivery. This continuity reduced friction as the project evolved, accelerating demand while strengthening recognition and pricing confidence across future releases.

As the development progressed, the campaign matured alongside it, maintaining consistency while elevating the overall perception of the project.

Elevating the Penthouse Collection

For the Penthouse Collection, the campaign elevated again through a more refined visual language, heightened exclusivity and a deeper sense of sophistication, while remaining unmistakably Macquarie Rise.

This established credibility allowed TOGA to position the limited release at a significantly higher value point. The market’s willingness to pay a premium reflected the strength and consistency of the identity that had already been built throughout earlier stages of the campaign.

Extending into retail and commercial leasing

The identity later flexed into retail and commercial leasing, using its established trust and premium character to attract aligned operators and tenants.

This curated mix supports TOGA’s vision for a vibrant village-style precinct, bringing hospitality, retail, activation and everyday amenity into the heart of Macquarie Rise. The evolution beyond residential strengthened the precinct’s identity while contributing to the long-term appeal and value of the broader development.

Creating long-term place equity

Across residential, penthouse and retail campaigns, Macquarie Rise demonstrates how a thoughtfully developed identity can continue to build value over time.

Its consistent evolution and adaptability strengthened buyer confidence, enriched the character of the precinct and reinforced TOGA’s reputation for delivering premium, community-focused destinations.

The result is a project marketing campaign that not only supported strong commercial performance, but helped establish lasting place equity across the entire development lifecycle.

Articles

04.07.2024

Macquarie Rise – Behind the Scenes

Behind the Scenes on the Macquarie Rise Photo and video shoot.

Read more

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