Image Credit : Project Photography and Videography
David Finnegan: Sense 6
Project Overview
Milli Brighton East is a collection of 28 townhomes—a contemporary precinct in the heart of a sought-after, leafy neighbourhood. DM Property Group partnered with IvyStreet to launch a medium-density project, blending essential elements of the bay and perfectly oriented toward surrounding parklands and tree-lined avenues.
Project Commissioner
Project Creator
Team
Paul Neely Creative Director
Alistair Merritt Design Director
Jessica Pepper Senior Designer
Nik Orvis Account Director
Adrianna Maddalon Marketing Manager
Ren Ampan Senior Developer
Project Brief
Milli is positioned as a sophisticated bay-side oasis—a place to nurture family, foster community connection, and embrace a life well-lived. Named after its location on Milliara Drive, Milli is represented by a serif brandmark and soft colour palette, evoking a subtle, feminine elegance.
The brand story, crafted to reflect a harmonious lifestyle, is built around three key pillars: aspirational architectural design inspired by the textures of the bay, a secure and private townhome precinct, and a connected village green lifestyle. A collection of townhomes curated for life’s special moments. This approach offers a compelling alternative to the luxury medium-density market in Brighton’s fashionable yet faster-paced environment.
Project Innovation/Need
Residents are invited to discover a life in harmony—a refined, low-maintenance home within a neighbourhood that celebrates family and community, preserving the charm of local retail strips, quality schools, and expansive green spaces for recreation. Project imagery captures vignettes of this peaceful retreat, just minutes from Melbourne’s bayside playground.
Design Challenge
Research by IvyStreet’s strategy team identified a unique audience: young professionals purchasing their first home, and two downsizer groups—active retirees and single parents—both seeking a low-maintenance lifestyle close to established community networks. Trust was a key factor for this audience. Building confidence in DM Property Group’s ability to deliver a high-quality, private precinct on schedule was essential for converting sales. An honest, thoughtful sales experience was developed utilising collateral that highlighted DM Property’s past successes in partnership with Saw Construction and architect Cera Stribley.
Effectiveness
The EOI launch in April 2025 was well received by the Brighton East community, helping to ease concerns about the development’s alignment
with the character of the neighbourhood. DM Property praised IvyStreet’s collaborative approach, noting that a unique vision for the project was effectively communicated to the market—setting the development up for success. Two sales were achieved during the EOI campaign, and IvyStreet continues to support the project’s sales and performance marketing teams.
Graphic Design - Identity and Branding - Property
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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