Waterline Place, AVJennings

Multi-stage community branding and marketing

Scope of Services

  • Brand
  • Art Direction
  • Media

Project Background

Waterline Place is a multi-stage, urban community in arguably Melbourne’s most unique suburb, Williamstown. An historical suburb, with a low rate of housing construction meant AVJennings was able to bring new living options to a well-established and highly-parochial local community.

Our task was to create a brand for the place that leveraged the site’s urban design alongside the rare beauty and heritage of Williamstown. The brand also required a flexible framework to support new building releases of different product types to different target markets over time.

Since launching the new Waterline Place brand in April 2016, Metropolis have named, branded, launched and marketed 7 different stages of a possible 14 ranging from medium density terrace housing to penthouse collections.