NAMING, POSITIONING, MESSAGING

In a crowded market brimming with cookie-cutter developments, it’s becoming harder and harder for properties to truly stand out. So when Locus Development Group approached me to name and position their upcoming industrial-inspired terrace homes and apartments in Victoria Park, it was a given that they’d have to be bold.

Targeting first home buyers wanting a near-city lifestyle, Monogram taps into alternative culture through an atypical black and white approach, street photography and to-the-point messaging. ‘Make Your Mark’ positioned the development as an ideal foothold into a highly desirable urban lifestyle. The project was a huge success, selling out upon release in 2020.