The name Balfe Park Lane references the new public access laneway that runs from Nicholson Street through to Balfe Park between buildings inside the development. By naming the development after this laneway, we highlighted how our client was opening this little slice of green space up to the locale. We tested the name and brand elements with our target audience to ensure we were co-designing with them in mind.

To launch the project, we held a community dog show in Balfe Park that featured a kids mural painting project, pet photography and food/drink by local suppliers Industry Beans, Beurre and The Pie Shop. The day brought around 200 people to the park and through the display suite to enjoy the sunshine and see what a community built around Balfe Park Lane might look like.

Through online content we began to build a digital community, featuring interviews with the architect Kerstin Thompson, highlighting local business, and educating potential purchasers about the sustainability initiatives of Balfe Park Lane. The project was featured in a number of publications including The Sydney Morning Herald, Architecture AU, Fashion Journal, The Leader, The Urban Developer, Urban.com.au, Architecture & Design, and Matters Journal.

The project successfully launched in 2018, with enough sales achieved to begin construction in 2019.

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