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ID_Land

Opportunity:

For our 10th project with the team at ID_Land, we had the privilege of working on one of the first residential projects to come to market within the Fisherman’s Bend precinct – the largest urban renewal project in Australia.

Port Lane is a collection of 122 townhomes, situated within Port Melbourne at the gateway between the existing Port Melbourne suburb and the emerging Fisherman’s Bend precinct.

Alongside leading architectural firm Rothelowman, together with Hecker Guthrie for interiors and Tract for landscape architecture, our job was to bring the brand story, execution and marketing collateral to life in a way that would sell the new lifestyle as a premier residential opportunity in Melbourne.

+ Strategy
+ Creative
+ Digital
+ Print
+ Branded Environments

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.