Hawthorn East

Developed by Cutting Edge

Architecture and Interior Design: Jackson Clements Burrows


Comprising of only 33 boutique apartments, Avenir boasts an A-grade Hawthorn address and much-coveted city views

Avenir is a statement address of elegance and exclusivity. Nestled among rich landscaping and homes of traditional Edwardian grandeur, it respectfully combines architectural heritage with contemporary vision.


For the Assembly team it was immediately clear that the location and design would attract highly-discerning local buyers — who demand excellence in every respect. Not ones to shy away from a challenge, we began with a carefully considered strategy and positioning to underpin the new brand. Naming and identity followed, and seamlessly expanded into print applications, digital and video.

‘Because you appreciate…’


Local Hawthorn and Camberwell residents know a thing or two about their area. So it simply wasn’t appropriate to embark on a ‘hard sell’ campaign. Reflecting the truly limited nature of this offer, we crafted a campaign focused on the idea of ‘because you appreciate a rare opportunity’. Extending onwards, the campaign captured the unique, but proud personality of many Hawthorn East residents.

Work completed


End–to-end; brand strategy, naming, identity, website design and development, hoarding, display suite, print collateral, digital and print lead-generation campaign