Showcasing Sydney’s diverse inner city urban style.

The Challenge

Mirvac is an integrated, urban property group and a key contributor to Australia’s major cities. We were commissioned to create a special limited edition book dedicated to Sydney’s urban dwellers, to find the people who are shaping Sydney’s inner city scene and to showcase a selection of Mirvac development assets and retailers.

The Insight

We developed a brand strategy that would engage and connect with the many different style tribes that inhabit Sydney’s inner city scene. We interviewed a diverse mix of people from a variety of cultures, with countless view points and life experiences, then wove these stories and experiences together to create a unique and inspiring urban tapestry. Through engaging stories, striking photography and beautiful illustration, we showcased a snapshot of Sydney’s urban style: people, living and tastes.

The Impact

The Urban Style book has been very well received by Mirvac, its retailers and Sydney’s inner city community. It has become an engaging source of inspiration and has reinforced Mirvac’s position as a leader within the retail industry that delivers compelling experiences for its customers.

Client Feedback

“This project was a wonderful and inspiring journey. I felt privileged to meet a diverse and interesting cross section of people who live in our local area, and I felt honoured that they agreed to share their personal stories and experiences with us. I believe that places are shaped mainly by their people and inner city Sydney is such an exciting and vibrant place to live because the locals are so engaged and connected with their community and share a zest for sustainable urban living”.