The Siding Petersham
Giving a hidden gem of the Inner West a new polish that gets the whole city talking.
Deicorp’s newest development is a mixed-use precinct in Petersham with 330 residential units and an expansive street-level entertainment hub. Our brief was to create the project’s identity, plus build brand awareness to aggressively drive leads. The most important aspect of this branding and campaign was to win over the close-knit Petersham community – to help assuage local opposition and concerns that may arise about the development.
500M
targeted online impressions across NSW
5%+
online advertising conversion rate, double the industry average
1K
online enquiries within first three months of brand awareness launch

Property development campaigns are traditionally photography and CGI-led. But given the incredibly competitive landscape of the Inner West, we knew our creative had to be disruptive. Therefore, we conceived ‘Find Your Freedom’: positioning Petersham as a welcoming place where our highly-social target audience could discover what freedom means to them. For this campaign we produced a bespoke artwork that literally illustrated the diverse, vibrant lifestyle on offer in the suburb. This eclectic asset was designed with great detail to be scalable for use across a variety of channels – creating strong brand integrity that was carried across every message and medium.

The Siding’s name and brand identity was inspired by the section of a train track veering from the main line – honouring the railway heritage adjacent to the precinct.
We commissioned hand painted murals in prime inner-city locations, which also lent itself to fun behind-the-scenes content for social media.
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