South Village, an ambitious residential and commercial development in Southern Sydney, spans over seven buildings and a new retail precinct. We were engaged by Deicorp to craft the identity for their final apartment release. The branding needed to excite potential customers and have significant cut-through in the tired and slow housing market. The name ‘Liberty’ was chosen, echoing the wealth of choice that the lifestyle within South Village offers. Directly targeting downsizers, we focused our identity on the notion that downsizing your house doesn’t have to mean downgrading your lifestyle. Calling out the impressive range of amenities that is available at Liberty, our identity painted the apartment as a glamorous step up from previous dwellings. The glamour and convenience of these ‘panache apartments’ served as the cornerstone for our crafted identity.