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The Fabric by Mirvac is a vibrant new community celebrating life’s rich tapestry. It's the kind of place where you’ll stop and chat to neighbours while grabbing a coffee on the walk to the train station, rely on the talents of local makers to decorate your home, and spend weekends deciding whether you’ll visit the beach, the park – or both. The Fabric is a colourful, illustrative and versatile brand system that brings vibrancy and sophistication to Altona North, a diverse suburb with a warm character. The brand story has a depth and broadness inspired by the design of the masterplan, but also by Mirvac’s shared vision for a sustainable community that adds to its surrounding area, rather than changing it.

The Fabric is defined by the people who call it home. And the blending of cultures and styles, of fresh ideas and established traditions, is sewn into the rich tapestry of Altona North. Our vision for 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.

Over days, weeks, months, we interviewed, researched, photographed and documented our local neighbourhood and created an epic ‘Guide to the Inner West’—showcasing the local hotspots, innovative business owners and highlights of Altona North and surrounds. Our guide became a series within our campaign that was shared with our growing database.