Taylors Quarter

Creating a new highly sought-after pocket within an already desirable area

Taylors Quarter is a residential sub division in Melbourne's north-west. The project was created and managed by Development Victoria.

The last major land release in Taylors Lakes, it is located within an already established and desirable community. Taylors Quarter is close to Melbourne’s CBD and the airport. The Watergardens Shopping Centre is a short walk away as are excellent schools, lush parklands and multiple transport options.

Taylors Quarter is an EnviroDevelopment certified project — a nationally-recognised achievement from the Urban Development Institute of Australia. The certification recognises outcomes across six areas of sustainability: water, ecosystems, community, waste, materials and energy.

Insights

This is not a large master-planned community on the edge of the city. Taylors Quarter is a small in-fill development in the heart of everything.

While the project has a stunning central park, it doesn’t have space for significant new community facilities – but it doesn’t need to create them. Everything is already there. We needed to connect to best of the local area to redefine the suburb and create a new highly sought-after pocket within an already desirable area.

We also facilitated community consultation to co-design and build community support for the shelter design and shared facilities within the central park.

The Strategy

The strategy for Taylors Quarter is to build a strong connection with local families and their ambition to build a new home but also remain close to family, friends and the community they know and love.

The place proposition of ‘move up, not out’ taps into their aspiration to trade up without compromising their lifestyle or isolating themselves in Melbourne’s outer fringe suburbs.

Naming

Drawing on customer insight and with a combination of internal ideation and crowd sourcing, we created a new name to define a place within a place.

The name draws from but also redefines the existing suburb (Taylors Lakes) with Quarter providing an aspirational and exclusive feel. The name is already building recognition as the most desirable address within the area.

The Design

A bespoke brand identity system was created to define a new place within a place.

The ‘T’ from Taylors, is used in the brandmark to emphasise the development’s role in filling the gap and being at the centre of a vibrant community. The multi-faceted  patterns and colours that envelope the ‘T’ represent the diversity of the area and are utilised to create a rich and sophisticated visual language that is aspirational, engaging and stands out from competitors.

The results

The Taylors Quarter brand empowered internal audiences with a powerful tool for sales and marketing teams to explain, promote and sell the project to attract potential buyers but also build support with the existing Taylors Lakes community.

The first stage was so popular, a ballot system was introduced to select the lucky first purchasers. Each further stage sold out ahead of schedule. The demand for sales was so strong that Development Victoria had to fast-track the final stages.