Assemble communities

Generative design research to create a strategy and value proposition for an emerging model of home ownership


Property developer Assemble Communities had developed the Assemble model—a transformative response to the very real challenge of home ownership in Australian cities.

However, prospective customers were struggling to understand the complex model and how it might help them to break into the home ownership market.


We ran a series of generative design sessions with potential homeowners to understand what about the Assemble model resonated and how to best communicate it. Through this, we created a proposition, messaging strategy, conversion funnel and prioritised roadmap of sales and communications activities. But more importantly we found the underlying human story that helped Assemble communicate their purpose and value.


Our proposition—“bridging the gap between renting and owning”—was live on the Assemble website within hours of being presented. The first location, 393 Macaulay Road, Kensington, had an excess of applications and was filled ahead of schedule, with residents set to move in mid- to late-2021. This work also supported Assemble in landing a major investment with AustralianSuper.