The Fabric is a community by Mirvac, located in Altona North, that celebrates life’s rich tapestry. Clear developed the brand in response to the diversity and warmth of the Inner West. Defined by the people who call it home, The Fabric celebrates the blending of cultures and styles, of fresh ideas and established traditions. The brand story has a depth and broadness inspired by the design of the masterplan, and Mirvac’s shared vision for a sustainable community that adds to its surrounding area, rather than changing it.
The Fabric brand came to life through a meticulously planned campaign consisting of static and moving profiles of locals, showcased through intriguing social media shorts and ongoing EDM stories about our local area. ‘Faces of The Fabric’ was our four-part webisode series exploring the aspirations of our new community, the location and surrounding area, the importance of brand partnerships, and the design vision. Featuring interviews with soon-to-be residents, as well as brand partner Stephanie Alexander AO, and the collaborative design team: Mirvac Design and Eckersley Garden Architecture. Clear worked with Sirap for the videography and production, and James Braund for photography.
