MIIX / Aware / Barings
MIIXing it up for the industrial sector
When Aware Real Estate (ARE) purchased Somerton Business Park in 2024, it was one of the year’s biggest industrial land acquisitions — and they had big plans for it. Hoyne were engaged to create a brand identity that matched ARE’s innovative vision for a community-centric logistics precinct with new prime grade warehousing, co-located next to the future Melbourne Intermodal Terminal. Rather than focussing on one unique selling point, we instead amplified the precinct’s multi-faceted experiences and incredible connectivity as ‘Where everything comes together’. A strong, bold, progressive and very un-industrial brand evolved from this positioning, led by the clever new name Melbourne Intermodal & Industrial Exchange (or MIIX).
