Challenge
To create a brand identity and communication program for the redevelopment of the Pentridge Prison at Coburg - repositioning the development as a vibrant lifestyle destination.

Creative Strategy
The creative strategy used the theme of 'new life'. A new life for the historic area, and in-turn a new life for

prospective buyers.

Creative Idea

New Life.

The ROI
We have integrated urban heritage and a sense of community by designing an identity that blends commercial, cultural and local interests.