Jack

Many of the world’s great cities have seen areas on the edge of their CBDs evolve from industrial beginnings, celebrating their often mechanised yet intricate architecture.

New York City’s Meatpacking District on Manhattan’s west, along with Fitzroy on Melbourne’s east, embody this compelling growth. Albeit modest in scale, Launceston has followed this pathway, seeing striking industrial buildings and sites upcycled into places of class, ideal for not just living.

The A. E. Jack site has long been known for its iconic history in Launceston, so it’s only fitting that the brand and the seven constructed townhouses celebrate and pay tribute to this history.

Both our architecture and brand & marketing teams have been involved in this project right from the start when it was just an ambitious idea and a disused, vacant lot... We worked closely with McB Developments and The Baker Group to ensure that both the architecture and the brand pay respect to the Jack site and Jack family.

At S., collaboration is a big part of our business, so when projects like Jack come around we feel especially lucky. Being able to combine the skills and expertise of both our architecture and brand & marketing teams is when something truly special happens. I mean, double the heads is super Tasmanian... right? ;)

The Jack project is unique for many reasons - history, stories, local people and local companies.

Our architecture and brand & marketing teams have been intimately involved in this project from the beginning, collaborating with one another, as well as with the developers, to deliver something truly unique. From concept designs to finished floorplans, and from strategy sessions through to a full brand identity and marketing campaign, we've ensured the Jack Townhouse project has been respectful of history, yet looks forward to an exciting new beginning.

As well as the architectural process, our team have delivered a strong brand identity, accompanied with campaign collateral such as brochures, press ads, a video series, website and social media campaign.

Underpinned with strategy, every aspect of this project has been designed to appeal to the desired target market. Combining brand, architecture and marketing to deliver an amazing end product is why we call it BAM!

A Tasmanian boxing champion in 1929, it was the great depression that made A. E. Jack, fondly known as Fatty Jack, switch his focus from boxer to business. Struggling to find work, he used to clean bricks until he started his business in Margaret St, Launceston in 1932. Struggling over the first few months, it wasn't until architects started using A. E. Jack that it set its place as the major steel works business in Launceston.

It was really important for both the developers and us to involve the Jack family in the process when marketing the Jack townhouses - afterall, the history is what makes this project as special as it is.

Our three video series starts off with an interview with A. E. Jack’s granddaughter, Geraldine Reiper. She proudly recalls memories of her grandfather and growing up around the Fatty Jack worksite.