Smiths Lane

Smiths Lane / Mirvac

Community voices produce successful, sensitive development in Melbourne’s southeast.

  • Place Branding
  • Property Marketing

This vast site in Melbourne’s Southeast Growth Corridor faced challenges, including too much traffic and too little retail. Mirvac researched locals’ needs and wants and Hoyne used this information to communicate how the developer would now sensitively tailor this residential community. Hoyne’s “We listened” ROI campaign featured real life video and voices while the on-market campaign showcased Smiths Lane’s key assets and how the masterplan would benefit locals. The idea of like-minded neighbours thriving in a place created for and by the community underpinned the brand’s DNA. Stage One and half of Stage Two sold out at launch.