Naming and marketing one of the most sustainable residential developments in Victoria, located in the northern suburb of Brunswick East, required a uniquely targeted approach. The buyer profile typically already resided in the local area so it was important to capture a true sense of community, in addition to the unique sustainable aspects of the project. Latitude commissioned the internationally renowned illustrator Emily Robertson to help craft the visual identity for Lt Miller, forming the basis of the marketing campaign. The “locals” illustration series was based on the people and places which are synonymous with the eclectic suburb of Brunswick East. Photographs of local personalities and popular spots were supplied to the artist as part of the brief to ensure a level of authenticity which would resonate with the local community buyer.