River Edge
The Southbank of Melbourne's New West
Background
Werribee in Melbourne’s west is about to undergo a significant transformation, where it will become a city with the size, resources, infrastructure, facilities and self-sufficiency of a Canberra. A key part of this is the launch of two major towers, the first being a major premium apartment development that we were given the responsibility to position and launch.
Strategy
The vision that we articulated for the project was to create the ‘Southbank of Melbourne’s New West’. To create a vibrant water front urban community knitted together by high-quality residences, retail and recreation spaces, with the river at its heart.
Solution
We created the brand name and identity for the project: River Edge, with the abbreviated ‘RE’ providing a strong graphic direction. It was also a great foundation for the campaign that launched the project, which included print, brochures, sales collateral, hoardings and more.
