Spyre
Brand Strategy
Spyre faced the challenge of sustaining its growth in the market, requiring the establishment of a strong brand foundation. This foundation was essential to support the launch of a suite of luxury residential developments and to unite all stakeholders in their pursuit of exceptional design and quality construction.
The primary objective was to forge deeper emotional connections with Spyre’s audience, enabling them to authentically experience the brand’s luxury offerings in compelling and meaningful ways.
The Challenge
Recognising the discerning nature of their target market, we harnessed the power of language to shape a distinctive brand identity. A well-defined brand voice would also pave the way for effective PR opportunities in the future.
Drawing inspiration from psychologist Carl Jung’s brand archetype framework, we embarked on a journey to uncover Spyre’s unique personality. We delved into the perception of luxury brands, deciphered the true essence of ‘luxury’, and focused on a high-net-worth audience. With this understanding and a blend of archetypes, we unearthed Spyre’s core identity, purpose, and distinct qualities.
This included:
Brand Objectives
Brand Promise
Brand Philosophy
Mission Statement
Vision Statement
Brand Values
Unique Selling Propositions (USPs)
This groundwork led to the creation of a comprehensive copywriting brief, complete tone-of-voice guidelines and a captivating brand narrative.
The Approach
This foundation empowered We Are Brooklyn to develop strategic public relations strategies that garnered attention and media coverage in local and national business and lifestyle publications. It significantly elevated brand recognition and positioned Spyre as a premium property developer.
This comprehensive brand guide serves as a unifying tool to inform and engage various Spyre stakeholders including internal staff, clients, buyers, investors, creative partners, and suppliers. It aligns them under a single brand and overarching goal: achieving design excellence.
The Impact
But don’t just take our word for it.
Hear from the Head of Marketing at Spyre, Meghan Mulligan, as she discusses the profound impact of the brand strategy implementation.
“Our new brand strategy helped us clearly and cohesively articulate who we are, not only to our clients, but also to our investors and suppliers. I feel our new copy developed in this project is truly enviable among our competitors and we use it everywhere. However, the biggest win for us was receiving our new brand values, completely unique to us, and so inspiring to our team.
We love working with We Are Brooklyn, they are creative and strategic and so great across the board from how they operate as a creative agency right down to day-to-day PR and comms.”
- Meghan Mulligan, Head of Marketing, Spyre
Uniquely positioned in Southeast Queensland, Spyre has transformed luxury living through meticulously crafted properties. As a prominent Australian residential property developer with a portfolio exceeding $850 million in value, Spyre specialises in securing one-of-a-kind locations and contributing significantly to luxury construction projects in Australia. Their mission is to redefine the standard of luxury for aspirational buyers by creating personalised havens that enhance residents’ lifestyles.