Case Study: MAB creates a distinctive property brand for Academy with Seesaw

MAB launches Academy in North Melbourne with Seesaw

Seesaw was engaged by MAB to create a master brand and positioning strategy for its first property project in North Melbourne. The challenge was to brand a multi-faceted development that included contemporary apartments, luxury townhomes, and community spaces, requiring an identity that reflected its location in the city's education precinct and its considered approach to architecture and sustainability.

Seesaw developed the name 'Academy' with the positioning line 'Intelligent Living' and brought authenticity to the brand through local illustrations and photography that captured the area's unique charm. The solution included a comprehensive brand identity, printed collateral, a website, and a display suite. Seesaw also integrated its proprietary AgentTools software to empower the sales team. The project's success led MAB to re-engage Seesaw for its next major development, Preston Crossing.

MAB