Only a small parcel of land was on offer in Tarneit. Amex’s 300 lots, anchored by a central park, would rely on intimacy, modernity, diversity and affordability to appeal. Amex wanted to offer buyers new choices in lot sizes. They also wanted city-style aesthetics, technology and opportunities to dominate. Hoyne, drawing on in-depth experience across CBD towers and suburban and semi-rural developments alike, put forward the solution.
Through workshops and our own research we helped the client formulate a succinct vision to guide the built and landscaped aspects of Little Green, not just the marketing approach. Hoyne created a unique sense of place, clearly distinguished from surrounding homogeneity and sprawl for Little Green. It resonated with the audience as urbane equals, socially and culturally aware individuals who want to enjoy the best of modern living and ensure they and their families enjoy the same benefits of inner city residents. The campaign was so successful, the developer staggered supply to the market.