There’s a place. Captured in landscapes and languages, in love and laughter – in families and friends, old and new. It’s here that everything is just right – from the commute to the community, from the price to the great people who’ll help you turn a house into a home.

Welcome to Albert Park.


Albert Park is a residential community developed by Goldmate, located in Box Hill on the fringe of the Growth Centre Precinct. Bench was asked to develop a name, brand and personality for this development, with the strategic challenge of carving a niche in a saturated market with similar offerings. Named after Albert Scheinberg, while incorporating the park like spaciousness of the area with it,

the name plays on both the physical qualities of the location along with the history of the site. When branding the estate, the target market was carefully considered. The brand focuses on the deeper emotional connections with people and place rather than relying on the local amenities to sell the estate. The strategy paid off, with 70% of lots sold within the first few weeks of launch.

Project Deliverables

Brand name development
Brand strategy
Tone of voice/brand story
Brand identity
Brand book

Responsive web design
Web development
Interactive masterplan
eDM development
Print and digital advertising

Sales brochures
Sales centre environmental signage
To market campaign

Client Testimonial

“The project name Albert Park was given based on adequate research and in-depth thoughts and was accepted smoothly. I like the smart use of “A” element and the sophisticated colour palette in creative design. It’s eye-catching and carries positive connotation. The Bench team has demonstrated a strong business sense in their work. being constructively helpful, focused and efficient while sticking to the timeline. Lovely team.”

Laura Qi
Senior Group Marketing Manager