Your new port of call.

Strategy:

Our first brief was to name the project in a way that anchored it within the aspirational suburb of Port Melbourne, but also referenced its CBD proximity and in doing so, bring a truly ‘Melbourne’ flavour to the project. Hence, the name Port Lane was born – a destinational new address paying homage to the much-loved laneway culture of our vibrant city.

The brand identity was developed to closely reflect the architectural response created by Rothelowman and Hecker Guthrie, showcasing life by the bay in inner-Melbourne, coupled with accents of its industrial past. Together, the colour palette and brandmark meaningfully capture the juxtaposition of natural coastal tones and man-made architectural geometry, affording a powerful cohesion to the entire project.

Success:

Many purchasers are locals living in and around Port Melbourne, so the development of an honest and aspirational brand was essential to effectively resonate with this informed buyer group.

Notably, the impact of our immersive display suite has prompted comments on the beautiful authenticity behind the brand and project design, which emanates a sense of trust and approachability.

While countless aspects of this project campaign have since been dubbed a success, the sales results speak for themselves – all 122 townhomes sold in under 6 months – which is a testament to our integrated approach.