From quiet achiever to industry voice

The challenge

When Oreana's co-founder first approached me, the business was one of Melbourne's most active mixed-use developers — yet virtually unknown in the market. Despite delivering significant projects across retail, residential, land and childcare, Oreana had never embraced marketing and lacked the profile its work deserved.

The approach

I began by developing a comprehensive communications strategy that identified immediate opportunities and demonstrated how strategic marketing could support the business across multiple touchpoints. This led to a total rebrand in collaboration with the creative team at Canyon, establishing a new foundation for Oreana's market presence.

Working closely with Oreana's marketing manager and development and construction teams, I established a consistent flow of project updates and insights that inform an ongoing content strategy. With a focus on LinkedIn to reach Oreana's core B2B audience of retailers, investors and industry stakeholders, I've positioned the business as a leader in neighbourhood retail development and placemaking.

Alongside content development, I continuously identify media angles that drive awareness of Oreana's work and reinforce its reputation as a specialist in creating successful community-focused retail centres.

The result

Several years into the engagement, Oreana has transformed from a quiet achiever to a recognised industry voice. The business now has a clear market position, consistent brand presence and growing profile among the audiences that matter most to its continued success.