In 2021 Urbis and Cultural Capital were engaged to develop a place plan and brand identity for Stockland’s Birtinya.

Birtinya, formerly called Oceanside and before that, Kawana, is one of the Sunshine Coast’s newest suburbs and centres. As a significant master planned greenfield site that has been in development for the last two decades, it had reached a point in its evolution where the major building blocks, assets and urban infrastructure were in place with only central civic, commercial, cultural, and Typology density residential sites remaining.

We investigated a shift away from commercial development, focusing instead on boosting residential projects and other supporting uses.

During the process we engaged with the Sunshine Coast Council and presented a series of ideas – some of which aligned with goals in the Sunshine Coast Arts Plan.

The goal was to establish a strong place brand and cultural identity for Birtinya.. By emphasising residential offerings, crafting a unique identity, and leveraging the waterfront location, we crafted a strategy that aimed to create a compelling destination with long-term appeal.

This approach aims not just for short-term success but to establish Birtinya as a sustainable and appealing destination over the long term.