A unique offering within Sydney’s popular Inner West, The Henderson required a brand as modern and authentic as its trendy target demographic.

Clear. Confident. Clean cut. The Henderson outdoor marketing collateral conveyed an authentic sensibility for the style and sound of Alexandria. No fluff, just honest ‘here’s what you can have’ marketing.

Paradigm conducted interviews with local residents to capture true, real-time emotions around what the Inner West means to residents, and where they see the area heading. These quotes were integrated across collateral to reinforce the genuine and relatable ‘why’ of the brand.

No one loves coffee quite like the Inner West. So we couldn’t resist branding up some locally processed whole beans as gifts for potential buyers within the development.

In addition to premium print sales collateral, we designed responsive digital touchpoints, including website, email campaign, and supporting social media.