Residential
J2 Projects
Melbourne, VIC
Jake Bonin
Andy Murray
Outrun Creative
Jeremy Wright
Brand Strategy
Naming & Identity
Brand Development
Art Direction
Brand Imagery
Brand Guidelines
Digital Media
Website
Set within the established streets of Hawthorn East, Harcourt Lane is a collection of 13 residences shaped by the character, grandeur and enduring appeal of its surroundings. Our strategy began with a desire to create a residential brand that felt intrinsically connected to place, drawing influence from the distinguished homes, gardens and architectural character of nearby Harcourt Street.
From this came the positioning, An Address of Fine Foundations, a concept grounded in architectural quality, considered living and a lasting sense of home. The Harcourt Lane name gave the project its own intimate sense of address, while the broader narrative explored ideas of purpose, pause and reflection, balancing the prestige of Hawthorn East with a warmer and more personal expression of residential life.
Steering away from the traditional chapters of a property campaign, we developed four distinctive content pillars that follow the purchaser journey: Place, Purpose, Pause and Reflect. Each pillar became a way to tell a different part of the Harcourt Lane story, moving from the character of Hawthorn East through to design, lifestyle and the enduring idea of home.
To bring each pillar to life, we commissioned Melbourne-born artist Andy Murray, now based in Scotland, to create an individual one-of-one artwork for each chapter. His soft watercolour style gives the brand a calm, human quality and a gentle village-like atmosphere. The illustrations are paired with refined typography, a restrained colour palette, high-end architectural renders and location photography by long-time collaborator Jeremy Wright, creating a visual language that feels both elevated and personal.
The final identity brings together strategy, storytelling and art direction to create a distinctive residential brand grounded in the qualities of its location. From An Address of Fine Foundations through to the four-part narrative structure, every element works together to express permanence, warmth and a genuine sense of belonging.
Across print, digital and campaign applications, the contrast between expressive illustration, architectural imagery and location photography gives Harcourt Lane a character of its own. The result is a brand that reflects the prestige of Hawthorn East without feeling overly formal, presenting a softer and more human vision of premium living shaped by neighbourhood, nature and home.
