The Underground at Allendale is a food destination like no other in the Perth CBD. It runs under St Georges Terrace – Perth’s business heart - from Trinity Arcade to Allendale Square. There’s a whole world to discover under there.

\ Challenge

A brand identity had been previously developed by an Eastern States agency, but tonally, it wasn’t quite right, and coming off the back of a COVID lockdown period, a reactivation campaign was required.

\ Outcome

In partnership with the team from Assembly & Co. Block completed a brand refresh, adjusting the tone, messaging and brand elements to better fit the CBD target market. At street level, Block reactivated the area with a signage installation and bus stop takeover. A post-lockdown campaign was developed to encourage returning workers to explore the under-street community.