We laid out the vision for a new precinct that celebrates its location along a green corridor, creating a place that makes people feel good about spending time there. Particularly in a post-pandemic universe, urbanites want to remain connected to cosmopolitan Melbourne and the lifestyle it brings, while still having access to the nature, fresh air and slow pace of life that became evidently critical to our wellbeing over the last three years.

This early thinking shaped the development of a brand identity that captured the lifestyle of this small, scenic neighbourhood. Through the naming process, we knew The Fields could do a lot of clever lifting: nodding to the suburb’s own name, while evoking its lived experience. We returned time and time again to “return to nature” – a key message which would later serve as the brand ethos, rather than a tagline. The logo, the sub-brands for each residential building and the typeface used in all design collateral captures a tranquil sensibility, and allowed Emily Weaving’s location photography and the colours of Wurundjeri Country to shine.

With a brand identity and strategy in the bank, Right Angle moved into campaign mode, delivering a full suite of collateral that would launch the residential development to market. We developed The Fields’ social media strategy, website, hoarding designs and the physicality for a future display suite.

In a series of print publications, used as high-end brochures throughout the sales process, we leaned into a lyricism for the copywriting. The overarching precinct brochure begins with verse that compares and contrasts the beauty of both urban and country lives. This tone of voice allowed us to reflect the experience of place in Bellfield, nodding to small and intimate moments. Hot air balloons gliding through the dawn. Waterside natives mirrored by Darebin Creek. Late afternoon sun streaming through the blinds of a Thornbury pub.

In a post-pandemic market, where people were tossing up the convenience of the city and the restorative qualities of a rural lifestyle, The Fields straddled the two.