When should I engage brand and communication specialists for a new-build or redevelopment project?
14 August 2025
It is a question we wish we were asked more by owners of new-build or redeveloped hotels, hospitality venues and lifestyle precincts.
Instead, the request to create a compelling narrative for their launch or re-launch tends to come to us too late in the process – typically during the final stages of construction – by which time little consideration has been given to how the site, its design, the product, and the experience, can work together to tell a unified story.
With these elements too often developed in silos, it makes it difficult to create a cohesive narrative.
While retrofitting a story is possible, it compromises long-term storytelling potential and limits deeper emotional connection with audiences.
At Helm, we both design and amplify places, and the most successful projects are those where strong narrative-led concepts are infused from the outset.
By working with clients on their pre-development business case, and then collaborating to define the overall concept, product and experience, we’re able to ensure a clear, compelling, consistent and connected narrative is thread through every aspect and touchpoint – informing and aligning architects, interior designers, prospective tenants, procurement partners, and in-house teams.
This approach not only makes for a stronger and more story-rich launch, but also helps to drive ongoing resonance, cost efficiency and positive long-term business impact.
That’s exactly the approach our long-standing, profit-for-purpose client Song Hotel Sydney took.
Transforming this once-hostel into a now much-loved, 4-star hotel was a multi-year, team effort and Helm is proud to have played a part in it – from developing the strategy and concept – setting the brief for all involved teams – through to managing its launch communications and always-on PR.
Threading a clear, compelling, consistent, and connected narrative from the start through to launch, and ongoing, has been key to the hotel’s success.
And that approach has paid off. Not only is Song now a top-rated hotel (recognised worldwide by Tripadvisor), but the NSW Accommodation Australia Awards for Excellence also awarded Song Hotel with ‘Redeveloped / Refurbished Property of the Year 2025’.
And that’s on top of consistently high occupancy levels and repeat bookings, and record positive sentiment.
The feedback from guests and staff alike speaks strongly to their deep emotional connection with this narrative-led brand, product and experience.
Engaging brand and communications specialists shouldn’t be an after-thought. Great strategy is the foundation for impactful storytelling and consistent brand expression.
Get in touch if you’ve got a development project in the pipeline that you’d like to discuss.
Photos: @theessentialsclub