8 Louise Melbourne | Studio White Noise
You can see Lune from my house

8 Louise Melbourne

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Samuel Property



WINNER – The Urban Developer Marketing Excellence Award 2023
FINALIST – AGDA Design Excellence Award Best Brand 2024


LOUISE was born at the most challenging of times for Victoria, when we faced the toughest of COVID restrictions. We were tasked to create a bold brand and marketing campaign that would appeal to a wide target audience, including First Home Buyers, Investors, Downsizers and Rightsizers.


Scope of works
  • Brand Identity
  • Campaign Direction
  • Art Direction
  • Digital Design
  • Creative Strategy
  • Copywriting
  • Graphic Design
  • Illustration
  • Soundscape

We created the LOUISE brand and campaign with a clear understanding of the market forces and property landscape at the time. Strategically, we looked at every audience and every niche, leveraging on research and data. Our marketing campaign was agile and targeted, pivoting and adjusting our messages in real time. Each marketing piece was like a letter from a friend. Always speaking in first person, this highly personal approach saw us signing off with “All the Best, Louise” at every opportunity. Following its initial launch, we further developed and tailored messaging that were deeply engaging and relevant to each buyer audience. We also challenged the standard channel delivery model for property with our social content strategy, creating more touch points for potential buyers.


  • Client

    Samuel Property

  • Branding

    Studio White Noise (obviously)

    Andreas Pranoto

    Lauren Messina

    Claudia Boman

    Ross Karabelas

    Kayla Paramesti

  • Architect & Interior Designers

    Cera Stribley

  • Landscape Architects


  • Sales Agent

    Blair Property Group

  • Development Partners

    Hummingbird Developments

  • Copywriter

    Weina Ha

  • Media & Web Developer

    TAG Direct

  • Render Artists

    Flood Studio

  • Print Production

    Dr Print

  • Illustrator

    Matthew Chan

  • Photographers

    Mike Lam

  • Signage Production

    Outcry Media

  • Film Production


    Annotate Media