Deanside Central Branding


Oliver Hume and Oreana Property Group


Creative Direction, Art Direction and Design


Oliver Hume (sales agent) and Oreana Property Group (developer) required a new brand narrative for Deanside Central, a residential property development located in Deanside, Victoria. While the agents wanted to retain their logo, the existing brand lacked clear differentiation from its competitors and also failed to tell a compelling story about the lifestyle of living in the region.


The new brand positioning ‘All within reach’ was developed that talks directly to the key selling point. That is, Deanside Central is not only about owning a quality home, but being part of a destination that gives you nature, amenities and a convenient lifestyle – all within reach.

A bespoke and unique graphic expression known as ‘Deanside Patterns’ was created that sets Deanside Central apart from its competitors. The patterns are a series of aerial views that depict the natural surroundings of the Deanside region and also the proposed residential development. These were applied to all the marketing collateral giving Deanside Central an aesthetic value of sophistication and style.


Agency: MediaCom Beyond Advertising
Creative Direction: Costa Popolizio
Art Direction: Costa Popolizio
Design: Costa Popolizio
Copywriter: Angus Williams