Key Dates

30 November 2023 - Launch Deadline
14 March - Standard Deadline
13 June - Extended Deadline
21 June - Judging
10 July - Winners Announced



Project Overview

Combining beauty, nature and sustainability with unrivalled style and sophistication, Prince & Parade is a bold vision of extraordinary living by Mirvac: an exclusive collection of luxury parkside residences positioned opposite Princes Park in Melbourne’s inner north.

Project Commissioner

Mirvac Victoria

Project Creator


Project Brief

Mirvac tasked PLAYGROUND with developing the brand for its new luxury residential community in Melbourne’s exclusive Princes Park Precinct. The objective was to create a compelling brand story that highlights the development's premium lifestyle, exceptional parkside location, and world-class design and architecture. This included promoting the development as a Mirvac legacy project, a sibling to the iconic Melburnian and The Eastbourne. PLAYGROUND created the development’s name, visual language, tone, art direction and stunning brand story, boldly distinguishing Prince & Parade from the competition.

Project Innovation/Need

PLAYGROUND infused the development with a deeply layered brand story. Positioned as an address that celebrates life as a sensorial delight, we lent heavily into the sensory experience of a parkside lifestyle. Our copy and art direction emphasises close connection with nature, and the endless benefits of life on the park, with easy access to the CBD. By focusing on key pillars (parkside location, access to Melbourne’s rich culture, powerhouse design collaboration of Mirvac and Bates Smart, and stimulating the senses), we told a strong, consistent and eminently appealing story.

Design Challenge

Competition in the luxury residential space is steep. Prince & Parade needed to cut through the noise and attract its target audiences: owner-occupier downsizers, young professionals, and pre-downsizing families. The depth of the brand story, supported by an exceptional product, was Prince & Parade’s strongest selling factor. Positioned on the edge of Princes Park and Carlton, and bordering Brunswick (initially perceived as less desirable), presented a challenge. We decided to further amplify the benefits of Melbourne culture—food, art, wine—which have a strong presence and magnetic appeal in Brunswick, turning this into a compelling advantage.


Prince & Parade successfully stood out in a crowded marketplace, attracting discerning buyers. The brand's natural motifs and elegant design elements emphasised a beautiful lifestyle, complementing the building's architecture and interior design. The launch generated significant interest, with event invitations exceeding expectations, proving the brand's distinctive luxury appeal.

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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