AN EXCLUSIVE COLLECTION OF LUXURY PARKSIDE RESIDENCES
Mirvac tasked PLAYGROUND with developing the brand for its new luxury residential community in Melbourne’s exclusive Princes Park Precinct. The objective was to create a compelling brand story that highlights the development's premium lifestyle, exceptional parkside location, and world-class design and architecture. This included promoting the development as a Mirvac legacy project, a sibling to the iconic Melburnian and The Eastbourne. PLAYGROUND created the development’s name, visual language, tone, art direction and stunning brand story, boldly distinguishing Prince & Parade from the competition.
PLAYGROUND infused the development with a deeply layered brand story. Positioned as an address that celebrates life as a sensorial delight, we lent heavily into the sensory experience of a parkside lifestyle. Our copy and art direction emphasises close connection with nature, and the endless benefits of life on the park, with easy access to the CBD. By focusing on key pillars (parkside location, access to Melbourne’s rich culture, powerhouse design collaboration of Mirvac and Bates Smart, and stimulating the senses), we told a strong, consistent and eminently appealing story.
