This 160-hectare site in Lillydale will soon become one of Melbourne’s newest suburbs with over 3,000 dwellings and a new train station and town centre that reutilises the site’s 140-year-old heritage infrastructure. Our challenge was to create a series of posters that brought to life Lilydale’s position as a lush gateway to the nearby Yarra Valley.
The focus for this house and land estate was on the people and their enjoyment of the green space. We developed friendly and playful illustration to support the brand. This was complimented by key messaging to really highlight this activated area. The design also nodded to the industrial heritage of the area, with a bright colour palette to balance this and ensure Kinley is perceived as high energy and aspirational.