A master-planned urban renewal project from South Australia’s State Government, Bowden began its life on a gritty industrial site just 2 kms from Adelaide’s CBD. The bold residential plan, with its unique scale and design, was a concept yet to be embraced by the Adelaide population.

Build a brand based on an attitude - a demographically agnostic proposition that attracted people more interested in how they lived their lives. We aimed our story at the both the 60-year-old downsizer and their 30-year-old hipster neighbour – a confluence of buyers who were interesting and interested in each other.

The brand began its life with quite abstract imagery – evocative, energetic, and most importantly, intriguing. We reflected on the creativity already evident in and around Bowden and used it as a platform to build upon.

We became the agency of record for more than eight years, successful through various mandated reviews. The development successfully reimagined a once-derelict industrial site, turning it into a thriving community that continues to be a sought-after place to live.