In response to Melbourne’s continuing population growth, the Future Homes project was created to enable gentle density increases in the suburbs through high-quality development.
The project is a joint initiative between the Department of Environment, Land, Water and Planning (DELWP), and the Office of the Victorian Government Architect (OVGA) to deliver high-amenity, light-filled three-storey apartment designs that can be adapted to various sites. The apartments will produce better apartments for Victorians through improved design quality, sustainability, and housing choices.
As part of our recommendations to successfully launch the project, Communications Collective devised an innovative strategy to position Future Homes favourably with media, developers, builders, architects, the wider industry and government, to increase awareness and ultimately drive sales of the four Future Homes plans.
Our approach was guided by quantitative and qualitative research through a series of workshops and interview-style presentations with developers, architects, and peak industry bodies to understand the broader market desire for the project.
By using insights from leading industry names and businesses, Communications Collective was able to provide tactics to help shape public opinion and ultimately drive future endorsement of the concept.