Tailor’s Walk is a carefully integrated collection of terrace homes and apartment buildings, embracing better green spaces and landscaped links within Botany. When Frasers Property engaged Hoyne to develop the strategy, name/brand and marketing communications, they envisioned the development seamlessly fitting into the surrounds and community.
With manufacturing leaving the neighbourhood, Hoyne tapped into the distinct personality which was both historical and being reinvented for a modern era. As the site was an ex textiles plant, it became easy inspiration for the name and identity. From here, we scouted around to find artists, makers, butchers and shakers – all residing in the village of Botany. We applied this craftsmanship to the overall visual language and bought it to life in the voice. The result was a beautifully crafted identity and campaign for Tailor’s Walk that reinforced the value of the existing community.
Having Hoyne involved in this project has not only allowed us to create a signature brand but they’ve been able to unearth Botany into what it is today.