Founders Lane

City precinct bringing together the best of the CBD

Founders Lane is a mixed use precinct by developer JWLAND, located at the intersection of Canberra’s most prestigious inner city suburbs and CBD. Revitalising an underused corner of the city,  the precinct brings together a mix of new homes, shops and services on friendly pedestrian thoroughfares.

CRE8IVE developed a brand positioning and identity that visually defined the qualities of this unique development and a brand narrative that connects people, location and experience.



Unique positioning

The challenge was to transform an under-utilised and unloved part of the city into a vibrant, vital precinct.

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CRE8IVE and JWLAND achieved this through communicating the overall design of the masterplan and creating an engaging narrative around Canberra’s local “Founders”.

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A local focus

To create a genuine link with the local community, we made connections with ‘Founders’ - the inspiring local makers, businesses and volunteers who followed their passion to start something new.

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Urban, cultural, natural and historical influences have been intricately interwoven to create a transformative new precinct that celebrates the past and sets the stage for the city’s future.

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Compelling content

Founders were profiled in the brochure and on the website, telling their stories, sharing local insights and demonstrating the value of new ideas.

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An authentic narrative

Telling local authentic stories added depth to the brochure and website and gave people a reason to connect and believe in the precincts vision.

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Capturing the essence

An accompanying photoshoot brought the vision to life. Portraits of Founders in their studios and businesses created a connection between people and place. Images of the local area visually showcased the natural beauty, architecture, history and amenities.

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With a successful launch, and stage 1 almost sold out, the campaign and brand positioning provided a narrative the audience could literally buy into. Inspired by Canberra’s history, Founders Lane marks a new era for the CBD.

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