2016 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Gold Winner 

Project Overview

Woodlea sets a new benchmark for suburban living. The space, vision and planning behind this huge development for a projected 7,000 new homes, 29km from Melbourne’s CBD was momentous. Every branding and marketing tool had to be created from scratch, each element crafted to ignite imaginations, engender trust and adapt with the growth of the development. The success of the project has been phenomenal and Woodlea has recently achieved recognition as Australia’s fastest selling community.

Project Commissioner

Mirvac and Victoria Investments & Properties Pty

Gold Winner 

Project Creator


Project Brief

The campaign had to communicate Woodlea’s position as a true community, inspired by high ideals, smart thinking and considered planning. Everything at Woodlea is bigger - the choice of homes, the diversity of landscape, the opportunities to grow and thrive. The strategy took the scope of this project as its inspiration and gave audiences the biggest picture possible of what life here could be. Information and detail was shared and celebrated throughout, respecting the intelligence of the audience and reflecting the depth and ambition of the developer’s vision.

Project Innovation/Need

Instead of using renders, the video footage and photography displayed at the Sales Centre featured local people, places and events. Hoyne’s second phase design of the Sales Centre incorporates sophisticated digital systems that cater to a technology-savvy audience. Digital touch points were introduced that purchasers can explore as part of the sales track journey. The ‘Woodlea Story’ touchscreen projects the entire Woodlea community vision via engaging and stimulating content, including images, videos and infographics. A digital model was designed that allows visitors to explore the Woodlea masterplan on a large, interactive touch screen. The application provides a way for purchasers to conceptualise their life at Woodlea by pinpointing schools, parks and other important amenity relevant to their lot and lifestyle. A digital registration system was also introduced to the sales centre to replace old-fashioned paper forms. Inspired by Melbourne’s modern café culture, the second phase Sales Centre incorporated the Go West Tuck Shop & Eatery, designed by Hecker Guthrie and operated by Melbourne hospitality gurus, Jason M Jones and Ramez Abdulnour. This gives buyers a sense of the world class local amenity that will be available from the early stages at Woodlea.

Design Challenge

The greatest challenge was to successfully and convincingly project this ambitious vision without any construction or streetscaping in place for stage one of the campaign. The design of the stage one Sales Centre featured a variety of vibrant static displays that clearly illustrated the community and quality of assets to come. The atmosphere was bold, entertaining and highly informative. Sales staff reported positive benefits from the environment we created. Bigger, greater and better messages, presented in bold orange and black across highway billboards, were also immediately successful in cementing Woodlea as a strong brand. The campaign successfully communicated Woodlea’s position as a richer community with strong connections and a greater, more exciting future.

User Experience

The atmosphere created at the Sales Centre was immersive, informative and allowed users to visualise the scope of Woodlea’s aim and the outstanding quality of life on offer. This was reinforced by the printed collateral and technology that streamlined the sales process, making it an enjoyable and easy experience for buyers. The Go West Tuck Shop & Eatery allows buyers to experience the vision of a Woodlea that has all the flavour, panache and quality that Melbourne is renowned for.

The campaign for Woodlea helped to engage the market so successfully that Woodlea recently achieved recognition as Australia’s fastest selling community. Online registration for its most recent and largest release reached capacity within 30 seconds of going live and the April 2016 weekend launch of the display village and Sales Centre resulted in over 9,000 visitors and 600 new enquiry registrations.

This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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