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Menlyn Maine Green Development Branding

South Africa

Living with purpose.


The challenge encompassed fostering confidence in development
while reshaping negative community perceptions. Brand and
communication initiatives aimed to target the essence of a green city,
emphasising its societal contributions, generating excitement about
its potential use, and enticing the initial anchor tenants to the



Menlyn Maine

Audit, brand positioning,
communication campaigns,
public relations, digital,
eventing and brand

Green DevelopmentBrandong

A strategic re-launch positioned the precinct as Africa's
inaugural green city, achieved through strategic
partnerships with the Green Building Council and the
Clinton Foundation. This alliance instilled confidence in
the development, establishing robust leadership
credentials for the developer team.


Communication campaigns centred on showcasing the
precinct's innovative design features, aiming to attract
individuals keen on residing, shopping, and working
within a green-centric environment. Targeted B2B
campaigns highlighted the value proposition,
emphasising the rationale behind the price premium in
terms of sustainability and long-term savings.

Menlyn Maine Green Development Branding

The culmination of these campaigns elevated Menlyn Maine into an iconic green destination, resulting in the signing of anchor tenants valued at approximately R1 billion.


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Lyndore Avenue, Kyalami, 1684
Johannesburg, Gauteng
South Africa

+27 82 785 1408
Michele van Heerden

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