Working within the parameters of the existing Merrifield framework, our challenge with Midtown was to demonstrate the walkability and convenience of the new precinct, located on the fringe of the developing Merrifield City Centre.

To achieve these goals, we evolved the style of our photography to portray a more urban environment and used illustration to depict that short strolls that residents would be able to take from their homes to the array of amenity on their doorstep. This visual approach was so effective that we turned some of our key illustrations into short animations that were just to promote the precinct through social media.