Project No.23 — 
Commercial, Mixed-Use Precinct Branding, Richmond Victoria

Industry Lanes

Industry Lanes is a best-practice, mixed-use commercial and retail precinct. The campus-style design echoes urban Richmond with three buildings stitched together by laneways, inspiring the name. Features include a mix of retail, communal amenities, open-air courtyards and shared work zones. Located in the heart of Richmond, it is one of the largest and most prestigious workplaces in Melbourne's city fringe and consistently attracts a range of sophisticated, fast-growth and dynamic businesses.

The Industry Lanes Name

Industry Lanes finds its roots in 1840's Richmond. To a time when the suburb’s industry rose from the river banks and embedded within its irregular patchwork of contrasting tight streets. As Richmond grew to inhabit a mix of factories, warehouses and single-storied terraces, iconic buildings took shape, led by the ‘Bryant & May’ complex — which resembled a small town with an onsite workplace, outdoor spaces and leisure zones. Within this busy urban fabric, these small communities and micro-towns began to grow.
          The name ‘Industry Lanes’ further lends itself to this story. It's where new meets old — a reinterpretation of the past for the 21st-century employee. The site echoes urban Richmond with three buildings stitched together in a campus-style arrangement — a mix of large and small spaces including retail, communal amenities, open-air courtyards and shared work zones. It’s a small town, without the small-town mentality. With distinctive red brick and exposed concrete, together with steel, glass and bitumen, the precinct looks and feels like a true Richmond local. 

NEW WORLD WORKPLACE
FOR THE
NEW WORLD EMPLOYEE

Brand Positioning

Across the world, workplaces are evolving. Millennials are front and centre, demanding better-designed spaces that encourage work-life balance and enhance wellbeing for healthier living. Our client wanted their property to lead the charge and be at the forefront of change in Melbourne's city fringe.
          We know that attracting and retaining the best workforce talent is a top priority for the modern employer. Our response was to position the precinct as a workplace that responds to the modern employee's preferred behaviours, beliefs and attitudes — resulting in our brand positioning of the 'New World Workplace for the New World Employee'. It spoke to businesses who understand that the appeal of their workplace is critical. They understand that their employees not only want to work in a convenient and vibrant area but also want workplaces that have wellbeing as a foundation — fostering culture and facilitating flexibility.

Brand Imagery

A picture speaks a thousand words... but a group of them is even better. The suite of imagery for Industry Lanes is a stellar example of customised brand photography — powerful, evocative and distinctive. It required quality production values, careful talent selection, detailed wardrobe styling and a very particular selection of locations. With bold objectives and a clear vision, we commissioned and creatively directed photographer Peter Tarasiuk — whose work has been featured in The New York Times and Monocle, to name a few.

Unmistakable Atmosphere

The teaser campaign for Industry Lanes transformed the mundane into the magical. The morning sun, the rhythm of footsteps, the chatter of birds. Subtle, evocative, even a little romantic — it captured the very essence of Richmond's distinct character and atmosphere. The teaser helped generate hype and build awareness prior to the public launch.

Work Completed

End–to-end; brand strategy, naming, brand identity, website design and development, video concept and art direction, information memorandums, leasing print collateral, events collateral, digital and print lead-generation campaigns (commercial, retail, hospitality) 

MOBILE

Project No.23 — 
Commercial, Mixed-Use Precinct Branding, Richmond Victoria

Industry Lanes

Industry Lanes is a best-practice, mixed-use commercial and retail precinct. The campus-style design echoes urban Richmond with three buildings stitched together by laneways, inspiring the name. Features include a mix of retail, communal amenities, open-air courtyards and shared work zones. Located in the heart of Richmond, it is one of the largest and most prestigious workplaces in Melbourne's city fringe and consistently attracts a range of sophisticated, fast-growth and dynamic businesses.

Industry Lanes Name

Industry Lanes finds its roots in 1840s Richmond. To a time when the suburb’s industry rose from the river banks and embedded within its irregular patchwork of contrasting tight streets. As Richmond grew to inhabit a mix of factories, warehouses and single-storied terraces, larger and more diverse workplaces began to emerge, such as the 'Bryant & May' complex. Consisting of factory floors, outdoor spaces and leisure zones, they added to the eclectic urban fabric of Richmond.
          The name ‘Industry Lanes’ further lends itself to this story. Rising amongst this historical backdrop, the development echoes urban Richmond with three buildings stitched together by a common plane — the campus — featuring a mix of large and small in-between spaces including retail, communal amenities, open-air courtyards and shared work zones. It's where new meets old — a reinterpretation of the past for the 21st-century employee.

Work Completed

End–to-end; brand strategy, naming, brand identity, website design and development, video concept and art direction, information memorandums, leasing print collateral, events collateral, digital and print lead-generation campaigns (commercial, retail, hospitality) 

External Links

Architectus discuss their approach and design philosophies  ↗

Architectus discuss why businesses are increasingly being drawn to city fringe locations  ↗

Premium co-working provider Hub Australia is proud to call Industry Lanes home  ↗

DESKTOP

MOBILE

DESKTOP WIDE

DESKTOP

TABLET WIDE

TABLET PORTRAIT

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit us 11-13 Cubitt St Cremorne VIC 3121 AU 
Email us hi@theassembly.com.au 
Call us +61 3 9600 2220 
Stalk us Instagram, LinkedIn 
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024

MOBILE

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit us 11-13 Cubitt St Cremorne VIC 3121 AU
Email us hi@theassembly.com.au
Call us +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024