A powerful duality behind an innovative community.
Clients
ID_Land
Project scope
Strategy
Branding
UI/UX
Environmental
Marketing
Content
Completed at
Cassette
Opportunity
ID_Land added to their $2.5 billion development pipeline a community of 98 aspirational townhomes in the sought-after inner-fringe suburb of Yarraville. More specifically, on the site of the old Melbourne Woollen Mills Company operating in 1896.
Yarraville is a celebrated Melbourne suburb, and urban infill sites with this level of location and lifestyle amenity, coupled with the strength of heritage, are incredibly rare. Our task was to tell this story of duality – of old and new, past and present, suburban streetscape and urban connectivity – with appeal and distinction.
Strategy
Our strategic approach involved forging a brand story, positioning and identity that encapsulated the many facets of the site and project. Key to the design principles was a distinct duality and juxtaposition.
The challenge was injecting a distinct personality into the community that appealed to prospective buyers while doing justice to historical site and contemporary design.
