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Backyard Apartments

We were approached to develop a campaign appealing to both the Gen Y demographic, as well as the savvy investor. Located at 321 La Trobe Street, the site initially offers a fairly standard idea of inner city living. However, take the next left at Flanigan Lane and a new world opens up…

A labyrinth of lane ways that feed into Melbourne’s hidden treasures; one-off shops, markets, art galleries and bars that are in the very centre of the city, yet remain decidedly off the beaten track…

This is the backyard.

Scope: Brand Strategy, Naming, Brand Identity, Illustration, Marketing Collateral, Hoarding, Display Suite, Website