PTW ARCHITECTS

OVERVIEW

  
    CLIENT:
    PTW Architects
  
    AGENCY:
    Citizen Group
  
    PROJECT:
    Brand positioning & insight paper 
  
    MY ROLE:
    Communications Strategist
  
    DATE:
    2014
  
    SECTOR:
    Architecture & design

THE CLIENT

With a long-standing presence in the Australian architectural sector, PTW has a reputation as a trusted, traditional commercial firm with a number of iconic projects to its name – most notably, the ‘Watercube’ in Beijing and One Central Park in Sydney. With offices in Sydney, Beijing, Shanghai, Ho Chi Minh City, Hanoi, Taiwan and Shenzhen and projects across Asia-Pacific, Europe and Africa, PTW is strengthening its global reach and reputation as a design-led business.

In 2014, PTW commissioned Citizen Group to provide insights and recommendations to support PTW’s future aspirations as part of an overall review of the business’ brand positioning and culture.

At the time, PTW had ridden the highs and lows that came with its 126-year history and was at the crossroads of ‘where to next?’ The initial brief was to help define PTW’s internal culture, design philosophy and brand positioning in order to re-affirm its design credibility and reputation within key markets in Australia, Asia and beyond.

MY ROLE

Working as part of Citizen Group’s creative team, my role as Communications Strategist included:

Brand audit and review
Stakeholder interviews
Leadership engagement
Brand strategy & recommendations