Branding and marketing 52 Adelaide Street in Fremantle was as much an exercise in educating buyers about the city’s exciting future, as it was about selling apartments.

The building site is located in a previously rundown part of the city referred to as the old Westgate Mall. Changing public opinion about the old Mall and connecting with the vision of a rejuvenated city formed part of our strategy for developing the building’s identity.

Bringing the brand to life

Fremanlte is home to iconic buildings, hole-in-the-wall cafes, speak-easy style basement bars, seaside warehouse restaurants, craft breweries, and heritage-chic galleries. It is considered one of the most creative and vibrant port cities in the world. When shortlisting names we knew the identity had to fit with Fremantle’s brand and future direction. At the time, Fremantle City was in the midst of a $1.3 billion renovation.
We presented the name Little Lane as it aligned perfectly with Fremantle’s historic charm and the rejuvenation of the Mall. An L-shaped brand mark was designed symbolising the building’s connection with main street frontage and laneway life. Images were presented using a collage effect showcasing Fremantle’s diverse lifestyle and historic charm while the line ‘New Life. Classic Freo.’ helped to quickly express the project’s purpose.

“Every moment is a new beginning.”

~ T.S. Eliot
Through events, online marketing, location signage, outdoor media, and a highly targeted press campaigns, Little Lane has become one of the most recognised new residential developments in the city.