Through this process they have become synonymous with Melbourne’s inner north – particularly Fitzroy and Collingwood, where their Brew Tower, Fitzroy Ltd, Yorkshire Brewery and The Lyric projects have cemented their reputation. Wanting to capitalise on this they reached out to Right Angle to conceptualise and deliver a Brand Awareness campaign that would help them own those two neighbourhoods, capturing a new set of potential customers in the process.

Right Angle flexed our editorial muscle in crafting a set of targeted content marketing campaigns that illustrated SMA’s experience and knowledge in the area. We executed this through the delivery of five articles for a self-devised platform called The Fitzroy–Collingwood Times.

Volume 1: Melbourne’s First Suburb imagines life in the neighbourhood at three points of its rich history (and near future).

Volume 2:
 Textures of Everyday uses lyrical vignettes to celebrate the little things that make Fitzroy and Collingwood such desirable places to be.

Volume 3: 
Four Streets That Say It All unpacks the distinct personalities of Brunswick, Gertrude, Smith and Johnston, with each street being a household name in the city’s inner north.

Volume 4:
 A Walk & Talk with Studio Tate is just that – a design-minded study tour of Fitzroy and Collingwood through the eyes of Alex Hopkins, director of the Melbourne-based interior architecture firm.

Volume 5: A Forgotten Icon explores the colourful history of The Regent Theatre, as SMA prepares to bring its legacy into the present day