Research showed that Surrey Hills and its highly desirable neighbour Canterbury had managed to retain an old world charm and English heritage, whilst continuing to thrive and progress with the times. The name not only drew upon the location but also the elevated position of the building. Drawing reference from Chaucer, the strategy for the campaign was based on ‘Canterbury Tales’, with local personalities invited to share their stories and potential buyers given the chance to “Write your own Canterbury Tale”. The visual identity drew upon the colours of traditional Melbourne establishment, the typefaces of old England and a contemporary design sensibility.