Ideally located in the heart of Berwick, a well-established and aspirational suburb in Melbourne’s outer east, this boutique 850-allotment infill project was set to become the regions premier new address. Moremac Property Group appointed Ivy Street to create a brand and marketing strategy for this project and its exclusive lifestyle offering.
The project was characterised by a diverse mix of traditional residential lots, medium density, apartments and a Neighbourhood Activity Centre; a master-planned community with dream neighbours, stunning architecture, tree-lined streets and a labyrinth of endless walking paths through an urban utopia.
‘Alira’ became the brand, a name that referenced the fresh waterways flowing through the estate. We employed a contemporary typeface and monotone logo to embody the site’s sophistication, class and confidence. A striking portfolio of photography was created and applied to the signage, sales office, marketing collateral and interactive website, positioning Alira as ‘the peak of modern living.’View Website >