623 COLLINS STREET
SERVICES
TONE OF VOICE
COPYWRITING
EDITORIAL WRITING
OVERVIEW
Rising confidently above Melbourne's former State Savings Bank building, 623 Collins Street marks the continued revival of the city's western end. Designed by Plus Studio, with interiors by Fiona Lynch, the development required a language system that could position it as more than just premium real estate – rather as an intelligent investment in character and prestige.
In collaboration with Studio Ongarato, we crafted website and brochure copy that considered the project as an editorial exercise, weaving together the site's rich history with the client’s vision for Melbourne's modern renaissance.
WHAT WE DELIVERED
We approached this project as an editorial exercise in storytelling. Through extensive research into the site's history and Melbourne's evolving west end, we created a narrative ecosystem that positions 623 Collins Street at the intersection of heritage and innovation.
Tone of Voice: We distilled the brand essence of 'modern renaissance' into a voice that is confident and sophisticated, yet warm and honest. The tone speaks to successful, culturally savvy buyers who veer away from typical marketing jargon. We prioritised authenticity, poignancy, and restraint. Every word was chosen to convey confidence without pretension, aspiration without overstatement.
Brochure Copy: Rather than relying on typical property descriptors, we approached the brochure copy through the lens of editorial storytelling. We wrote about the architectural grandeur that has long defined this part of the city, weaving together a narrative of revival: a pocket of Melbourne undergoing regeneration, a heritage address being given new life, a design approach underpinned by craft and material integrity. This approach allowed future investors and buyers to see themselves as part of Melbourne's ongoing evolution.
Website Copy: This editorial approach was extended to the website copy, inviting visitors into a dialogue with the past while exploring what's still to come. From homepage storytelling to considered sections on Design & Form, Everyday Life, The Address, and History, every page balances sophistication with accessibility. The language mirrors the development's ethos: timeless elegance meeting contemporary innovation, classic design elements reimagined with cultural nuance.
ROI Messaging & EDMs: We developed key messaging pillars and taglines that position 623 Collins Street as an unparalleled opportunity – a rare chance to secure a prestigious Collins Street address in a rapidly evolving part of the CBD. The auto-responder EDM sequence maintains the same editorial quality and restraint, nurturing interest without resorting to hard-sell tactics.
Throughout all touchpoints, we aligned with developer Sterling Global's deeply considered strategy, providing a handcrafted approach that reflects the care and vision behind the development itself.
RESULT
623 Collins Street now has a complete language system that exists beyond traditional property marketing. The editorial approach has created a narrative of significance and permanence – this is Melbourne's modern renaissance made tangible.
The copy establishes the project as a conversation between past and future: honouring the heritage of the State Savings Bank while celebrating the architectural vision of Plus Studio and Fiona Lynch. Most importantly, the language creates space for buyers to understand what living here truly means – inhabiting quiet luxury at an address steeped in history, becoming part of a story that's continuing to unfold, and securing a place in the city's next chapter.
Together with Studio Ongarato's visual identity, the words position 623 Collins Street exactly where it belongs: at the gateway to Melbourne, poised to redefine the west end and restore its prestigious appeal.
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