CLIENT/ FITZROY FITZROY
Fitzroy Fitzroy is an inner-city development that really loves Fitzroy. It’s home to a cafe, providore, residents bar, rooftop and boujee apartment on top of boujee apartment. We accidentally came up with the entire creative concept and tagline, WhatMakes Fitzroy Fitzroy?, before interviewing and writing our way through the development brochure. Aside from selling homes, the brochure has become an official piece of evidence that Bossy. can write about anything. Even brick walls.
WHAT WE DID/
Brochure copy
Concept development
Interviews + research
OUR WORDS
“Fitzroy is renowned for its electric energy. But despite its atmosphere, it also offers a sense of solitude; peaceful places to retreat when in need of a rest.”
“Proud but not imposing, Fitzroy Fitzroy greets guests on a corner site with brilliant architecture that respects the suburb’s industrial past, while laying a timeless foundation for the future.”
“Sitting with a quiet confidence on iconic Smith St is Fitzroy Fitzroy — a place where solitude, spirit and seamless living coexist, without parallel.”
“Inside, neutrals exuberate the calm and clarity with subdued action. Angular rooftops envelop a show-stopping space you want to be a part of. Tone, texture, colour and shape contrast, blurring the line between outside and in.”
“Here, the past, present and future of Fitzroy meet. Homes made for those seeking peace and privacy, spiked with atmosphere. Grandeur, with a bit of edge. spaces to connect, and retreat. That’s what makes Fitzroy Fitzroy.”
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