Branding & Placemking for Urban Square at Jubilee

Background
Jubilee is a major development in Wyndham Vale with over 7,000 lots planned and the estate segmented into distinct neighbourhoods, the latest being Urban Square. Built around a European style boulevard, waterfront promenade, and inner urban dining and entertainment, Urban Square offers medium-density and future high-density living options.

Strategy
Positioned to millennials as the place to Live, Play, Work and Relax, Urban Square is seen as an opportunity to be the new urban living story in Melbourne’s west – a vibrant active neighbourhood with a masterplan that promises the attraction of an inner-city lifestyle balanced with the appeal of open green community spaces.

Solution
Design and imagery for the campaign are bright and dynamic to catch the millennial eye right through to the urban feel of the sales centre. Cleverly selling the urban story as part of an integrated community, the campaign reflects the unique lifestyle advantages, affordability and choice under the banner of ‘Urban Living Re-imagined’.

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Jubilee

Masterplanned Community

Jubilee Display Launch

Launch Event

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Traffic respectfully acknowledges the Traditional Owners of the land and waterways on which our offices are based – the Gadigal people of the Eora Nation (Sydney) and the Wurundjeri people of the Kulin nation (Melbourne). We pay our deep respects to Elders past, present and emerging, and extend our respect to all Elders and First Nations peoples across this land we now call Australia. We acknowledge First Nations peoples’ spirit, imagination and rich history of creativity that is an inspiration for us, and all Australians. We acknowledge the wisdom and strength of thousands of generations of First Nations peoples, as we begin our reconciliation journey. Always was, always will be, Aboriginal land.

Urban Square

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