North Wharf Vision & Brand Story

A boutique residential neighbourhood, North Wharf is part of Lendlease’s larger Victoria Harbour urban regeneration project. Now known as Collins Wharf, it offers future residents architect-designed apartments and terrace-style homes, combining a unique waterfront location on the Yarra with the best of Melbourne city living.

The project required collaboration with the development team at the early stages of the scheme’s design to develop a vision and brand story for the new neighbourhood.

This included creative visioning exercises and workshops, tied to extensive research, and resulted in the production four interlocking narratives that explored the past, current, and future life of North Wharf, from its industrial beginnings to its future as a vibrant Melbourne neighbourhood on the water. The work produced helped guide the design of the project across its development lifecycle.