Academy
For MAB’s first property project in North Melbourne, Seesaw was engaged to create a master brand and positioning strategy that would support a multi-faceted development of contemporary apartments, luxury townhomes and community spaces, all located alongside a new primary school and social housing.
The name ‘Academy’ was developed with the positioning line, ‘Intelligent Living’ as a reference to the location in the city’s education precinct, as well as the project’s considered approach to architecture, community and sustainability.
Naming
Art Direction
Brand Identity
Printed Collateral
Digital Design
Spatial Design
Copywriting
Agent Tools
Digital Development
Larry Vila Pouca
Outcry Media
As proud 3051 locals, the Seesaw team was able to bring authenticity to the brand through illustrations and photography that truly captured the familiar moments and neighbourly insights of this unique village-like location. These assets came together in an in-depth brochure and website, as well as a display suite within one of North Melbourne’s many Victorian-era shopfronts.
Following the success of Academy, Seesaw was engaged for MAB’s next major northside development, Preston Crossing, with the same considered approach to a dual-site masterplan on an even larger scale.
Extensive hoarding wrapped around the triangular island site to tell the story of Intelligent Living in North Melbourne. In collaboration with MCR, a delicate approach was taken for all signage expressions with the heritage-listed display suite.
Illustrator James Lake captured the unique community and understated charm of North Melbourne through a series of bright, smart and engaging illustrations. These were featured throughout the printed collateral, and as art prints within the display suite.
Our proprietary software AgentTools was integrated for this project. It offers a display app and showroom technology to sales teams, empowering them to provide buyers with a personalised presentation. Agent Tools can be used across devices by multiple agents — including iPads, tablets and TV screens in a display suite — with Salesforce integration, live pricing, clickable floorplans, visualisations and much more.
Armadillo
S
