CRAFTED BOTANY LIVING

PROJECT

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.

APPROACH

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 brought 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.