Projects

Milli Brighton East

Milli Brighton East is a collection of 28 townhomes, a contemporary precinct in the heart of a sought-after, leafy neighbourhood. DM Property Group partnered with IvyStreet to launch a medium-density project, blending essential elements of the bay and perfectly oriented toward surrounding parklands and tree-lined avenues.

Client

DM Property

Industry

Property

OVERVIEW

Milli is positioned as a sophisticated bay side oasis—a place to nurture family, foster community connection, and embrace a life well lived. Named after its location on Milliara Drive, Milli is represented by a serif brandmark and soft colour palette, evoking a subtle, feminine elegance.

The brand story, crafted to reflect a harmonious lifestyle, is built around three key pillars: aspirational architectural design inspired by the textures of the bay, a secure and private townhome precinct, and a connected village green lifestyle. A collection of townhomes curated for life’s special moments. This approach offers a compelling alternative to the luxury medium-density market in Brighton’s fashionable yet faster-paced environment.

Residents are invited to discover a life in harmony—a refined, low-maintenance home within a neighbourhood that celebrates family and community, preserving the charm of local retail strips, quality schools, and expansive green spaces for recreation. Project imagery captures vignettes of this peaceful retreat, just minutes from Melbourne’s bayside playground.

SERVICES

Brand Strategy

Identity Design

Photography & Videography

Copywriting

Website Design and Development

Sales Suite

Signage and Collateral

CHALLENGE

Research by IvyStreet’s strategy team identified a unique audience: young professionals purchasing their first home, and two downsizer groups.

Active retirees and single parents, both seeking a low-maintenance lifestyle close to established community networks.Trust was a key factor for this audience. Building confidence in DM Property Group’s ability to deliver a high-quality, private precinct on schedule was essential for converting sales. An honest, thoughtful sales experience was developed utilising collateral that highlighted DM Property’s past successes in partnership with Saw Construction and architect Cera Stribley.

OUTCOME

The EOI launch in April 2025 was well received by the Brighton East community, helping to ease concerns about the development’s alignment with the character of the neighbourhood.

DM Property praised IvyStreet’s collaborative approach, noting that a unique vision for the project was effectively communicated to the market—setting the development up for success. Two sales were achieved during the EOI campaign, and IvyStreet continues to support the project’s sales and performance marketing teams.