Owned by ISPT Property, Bendigo Marketplace had retail space for lease and wanted to target lifestyle brands. The brief was to sell the benefits of the town of Bendigo to potential retailers including the architecture, the lifestyle, a growing population and the youth culture (Bendigo being a university town).

The graphic style needed to appeal to the 'hipsters' – and highlight the cafe/restaurant culture of the area.

The cover headline immediately established the offer as a retail leasing opportunity and asked the viewer to think about Bendigo as a good retail option.

The subhead provided three solid reasons as justification – Growing Community, Diverse Economy, Enviable Livability with the background images rotating between a classic image of an historic Bendigo hotel, a funky lane way cafe and an image from the Bendigo Cup horse races.

Headlines, images and infographics animated throughout the eBrochure,