Heart.

The challenge for this project was to sell not only a development, but also a postcode. Whilst we knew the exceptional design solution by Hayball in combination with the massive urban transformation already underway in Dandenong was compelling, the campaign had to overcome common misconceptions about what life today is really like in the South East’s historic centre.

The campaign was anchored by the development name Heart and tagline ‘The Heart of Dandenong is coming alive’, telling a story of optimism and life. Launching in July 2011, the campaign consisted of a suite of brand identities, print collateral, websites and on site branding targeting both the residential and retail markets.