Our brand strategy centred on opportunity and potential. We transformed the ubiquitous roller door — a symbol of industrial utility — into a powerful metaphor for boundless possibilities. The visual identity incorporated contemporary interpretations of commercial sector elements, supported by 3D renders showcasing various businesses utilising the units in unique ways. We also implemented cost-effective environmental solutions that transformed the concretes tructures into a compelling destination that fosters a strong sense of place.

The Foundry achieved immediate market validation with 80% of units sold within a week of launch, even during Covid-19 Level 2 restrictions — demonstrating the power of strategic repositioning in creating new market categories.