Mirvac’s 4.2 hectare master planned community in Cheltenham, Victoria has beautifully designed public spaces, landscape, and architecture, and is ideally located close to the bay. Jack Road required a strong sense of place to connect with the bayside neighbourhood.
This brand required the artful mix of familiar bayside spirit and thoroughly modern living. To capture this perfectly required an immersion in the area - an understanding of traditional neighbourhood palettes and character alongside contemporary tastes of the target audience. We developed a brand identity that was clean and light with beautiful, bold hero images, plus smaller snapshots of local daily life. We brought this all together with copy that was both personal and refined.