After 12 short years dominating the real estate segment in Docklands Melbourne with over 60% market share, the business was faced with a changing reality - finding room to grow and expand into new areas. We created the new Lucas brand focused on the 'apartment' specialist rather than the area specialist. With a pitch that opened doors to a new broader market beyond Docklands. To this end, we created a platform for future success as Melbourne's "vertical living specialists".