“Jho, Amber and the entire team are just true masters of their tradecraft. Their product is absolutely exceptional and it’s matched pound-for-pound by their customer service. Working with Viabrand on our organisation’s brand evolution project was an absolute joy and I couldn’t speak highly enough of the experience end-to-end. Thanks, Viabrand!”
When the developers of what would become Parq first approached us, they didn’t yet have a name for their exclusive riverside development. Their vision for the project was clear—they wanted to create a luxurious residential space in Indooroopilly, a location with rich cultural and environmental significance. The challenge was to develop a brand that would appeal to both local buyers and international investors while honouring the unique heritage of the site.
The developers sought a brand identity that would not only align with their goals but also incorporate meaningful cultural elements. The letter “Q” was a key requirement in the naming process, symbolising Queensland and adding an interesting layer to the creative process. This became a unique challenge, as the name needed to reflect both the location’s prestige and the heritage of the land, while adhering to this constraint.
After an in-depth exploration of the site and its significance, we developed the name “Parq”—a sophisticated nod to the natural environment, blending the idea of a park with the “Q” representing Queensland. Parq, located in Indooroopilly—an Indigenous name derived from “yindurupilly,” meaning “gully of running water”—became the perfect symbol for the development’s connection to the local environment and its appeal to an international audience.
