33 Queen for Mackwell
Brisbane Commercial Real Estate (Property Identity).
Property (Brand) Identity, Strategy, Content, Website, Rollout.
Mackwell Capital is a Brisbane-based property investment and development group known for its strategic repositioning of key commercial assets. One of its flagship sites, 33 Queen Street, is a grand heritage-listed building in the heart of the CBD. Originally opened as a bank in 1930, the site now serves as a mixed-use commercial space with architectural significance and timeless appeal.
The Scope
Mackwell engaged Studio Blackardt to build demand for its premium heritage property at 33 Queen Street, one of Brisbane’s most iconic commercial sites. Originally a historic bank, the site needed to increase its credibility and perception in the market to ensure it appealed to the right audience.
We built a clear direction for the brand that would support demand in leasing enquiries, elevate the perception of the site and increase the credibility of the site, and Mackwell. This included a comprehensive brand strategy, unique identity and messaging, professional photography and videography, and a full website build.
We continue to work with Mackwell to promote new spaces that become available in 33 Queen and its connected building 199 George.
Our Approach
We built a cohesive direction for 33 Queen Street, designing it with ‘timeless confidence’ in mind. A strong direction in turn created authority, trust and credibility in the property.
The identity referenced the building’s Beau Arts style and long-standing significance, while the messaging and visual direction brought energy and clarity.
Our deliverables included:
A full brand identity suite
Messaging and positioning aligned to the building’s leasing goals
Brand photography across both exterior and interior spaces
A custom-built website
Marketing collateral including an information memorandum, branded stationery, and a signature wax seal
Web Design + Development
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Brand Identity
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Photography
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Messaging & Positioning
Web Design + Development • Brand Identity • Photography • Messaging & Positioning
a clear direction.
Where heritage meets modern elegance, in the heart of the Brisbane CBD.
Studio Blackardt created a brand identity and a suite of systems that worked together. From a landing page to a brochure, all touchpoints exuded authority and increased demand with clear messaging and a unique identity.
The new brand captured both the strength and elegance of 33 Queen Street, paying homage to its Beau Arts-inspired architecture while positioning it as a premium commercial offering.
Leading with the tagline:
A refreshing change. A departure from ordinary.
This identity presented the building as a character-rich alternative to sterile corporate spaces. It felt charming, confident, and modern, helping attract new commercial tenants and creating a consistent, high-end impression across every marketing touchpoint.
Photography & Design by Studio Blackardt.
demand as a result.
drive demand and increase your momentum in the market.
This project was about more than branding a building. It was about turning credibility into growth, driving demand and building momentum for a piece of Brisbane’s rich history.
By blending heritage with modern commercial appeal, we helped Mackwell tell a story that felt both elevated and accessible. The brand identity gave 33 Queen Street the presence it deserved and created the tools needed to drive real commercial outcomes.
Turn Your Credibility Into Growth.
Contact us today to book in your Obligation-Free Discovery Call!