Helping sell apartments in Adelaide’s tallest building was no tall order.

Hybrid was appointed by Kyren Group to develop a distinctive brand strategy for their Frome Street development, including naming and creation of the brand identity, media strategy, collateral and designs for the sales centre.


Everyone involved agreed that the name for the building needed to reflect its status as the city’s tallest structure. ‘Adelaidean’ was an easy and unanimous choice.

The proposition for the product was a premium cosmopolitan lifestyle allowing residents to enjoy life how they choose. This led to the positioning line, ‘Your Life. Your City. Your Home’.

We also introduced a graphic motif based on the grid system of city streets and lanes that the building would be very much a part of.


With construction well underway, over three quarters of the building’s apartments have already been sold. Interestingly, a number of the properties have been purchased by interstate owners.

The Crowne Plaza Hotel will be amongst the first to move into the building – and will offer their luxury amenities to all residents.


Brand Strategy / Website Design, Development and UI / Brochure Design / POS Collateral / Sales Centre Design / Print Collateral / Press Advertising / Social Media Content and Management