Place Branding


111 A'Beckett Street, Melbourne CBD

Nose to Tail and CBRE were engaged to position and market the creative campaign for this landmark development site, set in the heart of Melbourne CBD’s booming education precinct. With an influx of international interest, the campaign integrated the stunning architectural design of the development into the brand language.

Paradigm’s communication strategy was focused on the surrounding education precinct; an area brimming with universities, international student housing and nightlife. The building’s overall architectural aesthetics were the main hero of the campaign and inspired the vibrant marketing collateral.

The result? Paradigm won two property marketing awards in 2017 and was sold to an international developer, concluding a highly-impressive return of investment for the vendor.



Marketing, Strategy, Branding, Creative Development, Creative Implementation, Project Management, Photography, Video Production, Web Design, Advertising, Media Buying