Placemaking and property marketing on Port Phillip Bay
Architecture by Fender Katsalidis and SJB
72 hectares of master-planned development including luxury apartments, residential land and a 1000 berth state-of-the-art marina
There’s nothing quite like a place that just feels like… well, a great place. Wyndham Harbour is a decade-long undertaking to transform a stretch of coastline on Port Phillip Bay into a thriving precinct consisting of retail, residential and extensive marina.
Appointed approximately half-way through the development program, Assembly performed an extensive review of the positioning and marketing of the precinct. Disparate, disjointed property campaigns were united into a singular placemaking strategy, extending into a brand repositioning, new brand identity, revised sales experience and campaign advertising.
Playground of the West
The strength of a singular brand narrative provided clear direction and inspiration for an extensive suite of commissioned photography. Married with a carefully curated suite of brand language, it saw an immediate uplift in the appearance of the brand and performance of the campaign. A revised calendar of events, community activities and advertising soon followed and delivered a significant increase in day visitors and uplift in property sales.
Insight — Placemaking
Define the place, before the brand
An effective placemaking process capitalises on design, infrastructure, assets and potential uses to create experiences that contribute to people’s health, happiness, and wellbeing. It’s is about attracting people to a place or precinct; why will they choose to come or buy? It captures a sense of character and unique personality that ultimately shapes brand strategy and creative development.
Wyndham Harbour placemaking strategy — underpinned by the idea of the ‘Playground of the West’ — helped inform the development itself by prioritising investment into specific amenity, as well as influencing the nature of activities and events that would best attract buyers, visitors and build a sense of community.
End–to-end; placemaking, brand strategy, brand identity, website design and development, hoarding, display suite, print collateral, digital and print lead-generation campaign