Places Victoria, the Victorian Government’s authority responsible for urban renewal and development, acquired the old City West Water site in Sunshine North. This land would be rezoned to allow a mix of affordable townhouses and medium density apartments to be built. My task was to develop a brand to help position this new development.
The creek is the main feature of the rejuvenation project of this precinct. Using this as inspiration, the stones (that are found in creeks) form an ‘S’ in the identity to symbolise the precinct’s name: Stony Creek. Stones symbolise a variety of aspects that include solidity and stability. While the water that runs between the stones represents the flow of life. The tagline ‘Living Well Designed’ strategically highlights the quality of the housing development and also being in close proximity to local amenities and a great community lifestyle.