Waterline Place

A brand that reflects place and promise

In the heart of the Waterline Place precinct, Merchant isn’t just another apartment building
it’s the final crowning piece in a bayside community already rich with character, amenity and connection.

With water views, proximity to café strips, walking trails, and access to the CBD (just ~12 km away), the project promised a lifestyle of ease, sophistication, and locality. Our job was to create a brand and suite of experiences that lived up to that promise.

Design anchored in duality: water + architecture

The Merchant identity balances calm coastal energy and refined modern architecture. We leaned into:

• Clean, elegant lines to reference structural form

• Calming colour accents inspired by water and sky

• Type and imagery choices that evoke both openness and precision

The brand needed to feel luxurious, but also connected to its place — not generic or overly stylised.

Immersive by design: experience as a differentiator

Because the offering is completed and ready to move in, buyers need to feel confident before ever stepping inside. We engineered a holistic experience through:

• VR walkthroughs allowing prospects to “become” inside the apartments and view circulation, lighting, and outlooks

• Interactive touchscreen displays in the display suite to explore floorplans, view overlays, and compare finishes

• Responsive digital brochures that integrate images, video, maps and context

• Campaign landing pages and digital ads that mirror the brand look & feel and funnel users into exploration or enquiry

• Onsite signage, presentation guides, and printed collaterals aligned with the tech-driven elements to keep brand continuity

• Customer journey planning - mapping how a visitor moves from discovery → exploration → consideration → purchase, and ensuring the brand holds up at each step

The goal: remove friction, build confidence, and make the brand feel elevated and seamless across screens and in real life.

Key Deliverables

• Master name, positioning and messaging

• Visual brand identity system

• Campaign creative (digital + offline)

• VR tours, interactive suite displays

• Digital/print brochures and presentation guides

• Website / landing page design

• Onsite signage and hoardings

• Touchpoint journey maps

Impact & results

• Strong lead quality and engagement uplift — prospects who had interacted via VR or touchscreen were more qualified

• Seamless alignment between online and physical experiences increased trust

• Reinforced Waterline Place’s brand as award‑worthy, premium, and mature

• Helped AVJennings’ final building command visibility and desirability in a high-competition precinct

The outcome

Merchant stands as a refined intersection of water, architecture, and experience. It’s not just about what gets built - but how buyers feel every time they engage with the property, whether on their phone, in the display suite, or walking through their future home.

By weaving technology, design, and narrative, we created a brand that is elevated, cohesive, and contextually rich - a fitting capstone to Waterline Place’s vision.