JWLand is one of Canberra’s leading property developers with a reputation for introducing quality homes across premium locations.
Founders Lane is a vibrant urban precinct by JWLand, located at the intersection of Canberra’s most prestigious inner-city suburbs – Braddon and CBD. The intention behind the development of this mixed-use precinct was to revitalise an overlooked corner of the city and bring together new homes, shops and amenities on friendly pedestrian paths.
CRE8IVE worked with JWLand to craft a compelling brand for Founders Lane that defined the qualities of this unique development.
Recognising the untapped potential of an urban corner, JWLand identified the need for a branding initiative that would position Founders Lane as a transformational space between the City and Braddon, igniting a sense of connection within the local community.
CRE8IVE developed a strategy that visually defined the qualities of this unique development. To create a genuine link with the local community, we decided to tell the authentic stories of the ‘Founders’ – the inspiring local makers, businesses and volunteers who followed their passion to start something new and gave people a reason to connect and believe in the precinct’s vision.
CRE8IVE profiled Founders’ stories in the brochure and on the website, telling their stories, sharing local insights, and demonstrating the value of new ideas.
An accompanying photoshoot brought the vision to life. CRE8IVE captured portraits of Founders in their studios and businesses to create a connection between people and place, and images of the local area visually showcased the natural beauty, architecture, history and amenities to life.
Inspired by Canberra’s history, Founders Lane marked a new era for the CBD. Urban, cultural, natural, and historical influences were intricately interwoven to create a transformative new precinct that celebrated the past and set the stage for the city’s future.
