City of Sydney Creative Studios
Great spaces do not fill themselves. They fill when the right people know what they are, why they matter, and how to access them. The City of Sydney Creative Studios is a creative hub managed by Brand X, offering flexible, purpose-built spaces for artists and creators across visual arts, performing arts, music, and media production. Looped-in Founder, Rachel Abad, developed a marketing roadmap to strengthen awareness, clarify positioning based on perceived audience groups, and drive engagement with the creative communities the studios were built to serve.
Delivered by Rachel Abad, as the Associate Director at Ellis Jones.
The project.
The challengeDespite Sydney’s depth of creative talent, awareness and uptake of the studios remained below target. The work needed to build relevance and visibility, strengthen positioning, and support practical hire acquisition.
The insightThis was not just a marketing problem. It was a messaging and dissemination problem. Creative communities move through word of mouth, identity, and trust, and they need to quickly understand whether a space is for them. Positioning had to reflect the real value of the studios and speak in language creatives would recognise.
The strategic approachA targeted marketing roadmap was developed, including audience segmentation, channel selection, and messaging frameworks. The work clarified the studios’ strengths such as location, quality of facilities, and role as a connected creative community hub, then mapped how to communicate these benefits through channels that would reach emerging and established creatives. Content pillars and campaign approaches were created to build both awareness and conversion over time.
The impactA clear roadmap that could be implemented by the internal marketing team to strengthen visibility and increase engagement with priority creative audiences. The work delivered positioning direction, key messages, and a campaign approach designed to support both community connection and practical bookings.
Need support?
If you’re building something purpose-led and want to move from opinions to evidence, you’re in the right place. Whether you need audience insight, communications support, or a strategic brain in your corner, Looped-in helps you make decisions informed by the people you serve.