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Street advertising for "The Henderson" apartments on a wall; a blurred person passes by.

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.

Black signage for 'The Henderson' residences in Alexandria, with project details and contact info.

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.

Wall with an orange quote about unwinding above a modern wooden console table with decor and a plant.

Unmistakably Inner West: we ensured the CGI renders as well as full display suite and launch event material conveyed the vibe and vigour of the development's unique locale.

B&W image: Silhouetted figures indoors, with a large mural of a modern brick building in the background.
Modern dining room with green chairs, an aerial map of "The Henderson", and four floor plans on the wall.

In addition to premium print sales collateral, we designed a standout display suite, as well as responsive digital touchpoints, including website, email campaign, and supporting social media.

Mobile screens showing real estate ads for The Henderson Alexandria apartments.
Beige brochure cover for "The Henderson Alexandria", promoting a hub of culture and creativity.
Open magazine spread showing a brick building and text about 'Paying Homage to the Past.'
Kraft paper coffee bags with minimalist labels, including "The Henderson" and "Specialty Coffee".