Luxury residential branding defines ESME Boxhill Junction, a refined townhouse development in Melbourne, brought to life by Singaporean developer Figtree Developments. As Figtree’s inaugural venture in Australia, the project was conceived for discerning urban residents seeking privacy, architectural quality and elevated living within one of Melbourne’s most desirable neighbourhoods.

ADELAHAYE Strategic Branding was appointed to shape the brand strategy and identity, positioning the development not simply as a collection of townhouses, but as a new residential destination. We conceptualised and defined “Boxhill Junction” as a distinct address, strategically leveraging its location between Box Hill and Blackburn to create a sense of place, connectivity and long term value.

Through strategic positioning, narrative development and visual identity creation, we established ESME as a contemporary luxury address grounded in lifestyle, accessibility and architectural refinement.