Place Branding

Swanston Central


Swanston Central is one of Melbourne’s biggest mixed-use developments featuring 1,045 apartments across 70 levels, developed by international developer Hengyi.

Following a comprehensive brand workshop and strategy session, we developed a positioning and naming system for Swanston Central that elevated the development and provided a framework to better understand its complex ground floor plans. Brewers Corner, Victoria Balcony and Swanston Lane were names given to three main retail clusters within the development.

The brand identity we developed had to be malleable – it needed to be adaptable to meet the fast and often urgent requirements of a retail leasing campaign and it also had to speak to the refined, sophisticated and luxury requirements of the residential penthouse sales campaign.