Bringing together the best of Canberra

JWLand – Founders Lane

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.

Project scope
Brand & Creative
    Top down flatly of 'Founders Lane' brochure, front and back red covers with foil
    The challenge

    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.

    Graphic with arrows
    The strategy

    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. 

    A computer and laptop screen displaying the Founders Lane articles and home pages respectively
    The process

    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.

    The Founders Lane website and a mobile view example with a portrait of a business owner and title 'Be inspired by art and culture'
    The change

    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. 

    A close up of the Founders Lane brochure reading 'A new beginning'
    A close up of the Founders Lane brochure's red cover and foiled text 'Start something new'