Mahala Mermaid Beach

In an industry flooded with throw away brands, where no one development really stands out from the next, Pindan knew they had to consider a different approach when entering the highly competitive Gold Coast apartment market.

Ahead of launching their first Gold Coast development, Pindan approached Monday Agency to develop a completely distinctive brand and personality.

Mermaid Beach has established itself as one of the most desirable residential precincts on the Gold Coast with the average new apartment transaction 18% higher than surrounding suburbs.

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Discovery & Immersion
Brand Strategy & Naming
Identity Development
Customer Experience Design 
Print & Digital Collateral


Monday Agency
Photography & Videography by Capture Creative


1950’s Nostalgia meets modern day Mermaid Beach.

Mermaid Beach locals, Monday Agency provided authentic local insights. Through our concept and ideation process we created a story and brand personality that transcended time, resonating with buyers and locals beyond the project lifetime. Inspired by Cottee Parkers architectural vision, focusing on form, function and the motion of the wave, Monday Agency drew a connection between the structural methodology and the work of iconic, black and white photographer Max Dupain. Similarly Dupain, focused on simplistic form and shape and for many Australians his work defined our beach culture.

Given the target audience, local Gold Coast down-sizer’s, we focused on taking buyers on a journey using Dupain’s work and philosophy as inspiration, his images capture a long gone era in which Australian society was vastly different from what it is now.

We captured the simple beauty of 1950’s beachside living through a series of nostalgic black and white images and a romantic video shot in first person to immerse the audience in another world. Nostalgia meets modern day in the project video and the meticulous injection of vibrant, ocean blues in the hero brand image.

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Talk of the town. 

The result, a striking and thought provoking brand open to interpretation, loved by locals and buyers alike.

The project received an influx of enquiry, three hundred quality leads were generated from the brand’s print, digital and environmental assets within the first three weeks of launch. The digital creative assets featuring the black and white hero image outperformed project render assets, traditionally the highest performing asset, based on engagement and lead generation.

Pindan continue to receive feedback from partners, consultants, buyers and locals who love the brand and comment on the originality and emotive storytelling.


“Monday Agency were a delight to work with, achieved the brief, met deadlines and went over and above to meet our expectations.”

– Mary Fraser, Senior Marketing Manager, Pindan