From country estate to renowned golf course, Tullamore has played a significant role in Doncaster for over 160 years. Now being developed into a unique 800 home residential community by Mirvac, the 47-hectare project needed a strong identity that would reflect the significance and elegance that the new development will retain.
The campaign leveraged the exceptional natural surrounds, prestige golf club setting and premium product, positioning Tullamore as an urban sanctuary. The identity is distinct but understated, an elegant monogram that draws from the site’s heritage, supported by powerful landscape imagery. After a two-day launch, all 195 properties from the first release were sold. Mirvac secured more than $160 million in sales from the launch and now have plans to fast track the second stage release.