Establishing a new lifestyle in Hawthorn for Melbourne’s up-and-comers.

Caydon Atria Hawthorn Women Image by Hoyne Design
Caydon Atria Hawthorn Logo by Hoyne Design
Caydon Atria Hawthorn Terrace Image by Hoyne Design

Qualitative research conducted in the local area discovered that prospects were predominantly young professionals in a wealth accumulation phase looking to build their profile and status by purchasing a home in Hawthorn.


The strategic campaign for Atria’s 251 boutique apartments was developed around the concept ‘Establish Yourself’ - a positioning that tapped into the key sales cues identified in the research. Photography and visual language captured the style and sophistication of ‘young’ Hawthorn, placing Atria at the centre of an appealing lifestyle in alignment with their vision.

Caydon Atria Hawthorn Website by Hoyne Design
Caydon Atria Hawthorn Building Signage by Hoyne Design

Melbourne’s new generation is making their mark on the iconic suburb.