Preston Central is a multicultural and family-friendly destination located in Melbourne’s north, offering unique dining experiences, fresh produce and a range of personal and professional services. They wanted to rebrand the changing Preston Central precinct online and make it more appealing to a wider variety of people.
We carried out a photoshoot which focused on what makes Preston so unique and lovable and we developed a photographic essay series based loosely around the “Humans of New York” movement. Preston Central adopted a cleaner image and style which encompasses the “new Preston” with a slight nod to the old. We increased the website sessions to 4,824 after the rebrand, average session time increased to 0:43 since the rebrand and 91.7% of traffic to the website were new visitors, which highlights how the rebrand helped to attract a brand new demographic to the website.