Our Work


The Task

Create a name, brand and integrated campaign for Greenland’s second development in Sydney, a luxury residential apartment tower in North Sydney.

Our Approach

The brand was inspired by the architecture and interiors of the development, which were designed to capture, reflect and refract Sydney’s brilliant light. Lucent sets a strong platform for a premium positioning that emphasises the stunning views, resort-style amenities and opulent finishes of the residential masterpiece whilst highlighting the central location and proximity to the CBD.

  • Brand
  • Digital
  • Media

The Result

On the launch weekend, before crowd control barriers had been removed, more than 50 per cent of the 211 apartment project had been sold in simultaneous sales in Sydney, Hong Kong and Shanghai.

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