Smith
Collective

Jones Lang Lasalle (JLL) wanted to launch an entirely new concept in not just property, but living. For the first time in Australia, the traditional way of buying an apartment was out the window and Aussies were introduced to the idea of long-term rental – and all of the benefits that brings.

The job was to rename, brand and launch the former Gold Coast 2018 Commonwealth Games Athletes’ Village –1250 apartments. 

The brand name is based on a collective of likeminded residents, who can live in an entirely new way. Drawing on the most common last name in Australia, Smith Collective captures a sense of shared anyone and everyone. The fact that residents can access Smith Collective via the Smith Street exit gives us a link to the physical location of the development.

Focusing on both residential and retail goals, the project was long-term and more than a brand or marketing campaign. It was important to join forces with partners in PR, social, media, placemaking, leasing agents and retail development to create an integrated strategy based on challenging traditional thinking when it comes to home ownership, renting, and landlords.

Work completed for Nick Did This.