Weaving a vibrant new community into the mosaic of Brunswick.

ID_Land

Opportunity:

Following on from the award-winning residential project ‘The Barkly’, developer ID_Land embarked upon their next project within Melbourne’s vibrant Brunswick. Brunswick attracts all types as a place to socialise, shop and party…but when it comes to buying property, those looking to call Brunswick home are incredibly savvy and astute. Valuing strong design principles, environmental credibility and a unique home design, the challenge for Canvas was to create a brand that would capture the attention of this cohort and convince them that Canvas was the best place to call home.

+ Strategy
+ Creative
+ Digital
+ Branded Environments
+ Print

Strategy:

A standout architectural team comprising Rothelowman, Hecker Guthrie and Tract designed an innovative building established upon the pillars of creativity, sustainability, design and community. Our task was to build a compelling project brand that would reflect and celebrate these project pillars. The name was the result of threading together the four project pillars to create a ‘canvas’ upon which purchases could paint their own story. Rothelowman’s striking façade – a nod to Brunswick’s industrial past – then inspired the interconnected brand pattern, bringing a visual cohesion across the entire project.

As a first-to-market for Victoria, the Canvas display suite was created to represent a potential purchaser’s blank canvas, projecting to-scale floorplans onto the floor of the immersive gallery room.