Billy & Co

368 Burnley Street, Richmond


Forty-one apartments, boasting city views and located in the emerging eastern side of Richmond


We all need a place to live. And we’re all different. Some value affordability over an extra ensuite. Some value living-it-large over large living rooms. Meet Billy & Co Richmond — a property campaign pitching an ‘affordable entry’ into one of Melbourne’s most desirable suburbs.

The recent influx of apartment developments in Richmond has significantly increased the need to differentiate. We know developers that adopt a ‘cookie-cutter’ approach to property marketing fail to differentiate and risk unnecessarily prolonging a sales campaign.
Key to the Billy & Co campaign was engaging buyers through a social ‘hook’. Inspired by pioneering Richmond land owner William ‘Billy’ Burnley, the brand and accompanying creative was all about being surrounded by good company; new friends, old friends, old factories, the newest shops and your favourite eateries. It’s a social, entertaining story – the very essence of life in Richmond.

Brand Strategy

Design-led or lifestyle-led campaign?

There are many ways to position a property. Stunning architecture, beautiful interior design design, superior fixture and fittings – the list goes on. Occasionally, it’s location and lifestyle that makes the most compelling proposition.

It takes great ideas and clever creative to ‘cut through the clutter’. Billy & Co. was a clear standout against competitors, delivering abundant quality leads and sales success.

Work completed


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