Ideally located in the heart of Berwick, Alira is a boutique 850-allotment infill project. In 2014, Moremac appointed IvyStreet to develop and launch the brand, and more recently execute a refresh to ensure the project retained its position as the premier address in Melbourne’s south eastern growth corridor.
A village atmosphere, tree-lined boulevards, wetlands and waterways. Alira was a residential community demanding a brand expression not only unique, but also confident in its status.
Contemporary font selections, a monotone brandmark and feature portrait imagery were integral to the creation of an elegant and original aesthetic. Inspired by the fashion industry, the execution broke many of the established rules of property marketing and created a unique position for Alira within a saturated market.
A maturing community and the urban transformation of nearby Berwick Village necessitated a mid-life brand refresh built upon existing foundations.
The evolution undertaken was required to reflect the quality of delivery and vibrancy of the now-established community, and reflect a more urban outlook of purchasers. An extensive photo shoot including stills and video were key to communicating the aspirational brand story – a premium village setting amongst contemporary convenience.