Approach

Intelligentsia is a tactical property agency specialising in project visioning and marketing.

We combine unrivalled strategy with commercial intelligence and creativity to help our clients drive transactions, and succeed against the odds.

Founder

Intelligentsia was founded in 2020 by UK born Dan Johnson. 

Dan has been a leader in property for over 20+ years, and a driving force behind many of Australia’s largest and most complex developments.

Dan’s work has changed the way property is marketed in Australia. He has a reputation for market disruption, rapid sell-downs and turning around underperforming assets.

In recent years, Dan’s work in project visioning has shaped major precincts and communities, and aligned the goals of the private and public sectors. 

His work has helped developers achieve over $25bn+ in sales and leasing.

Past clients include:
Mirvac
GPT
Lendlease
Development Victoria
Walker
Stockland
Hamton
Salta Properties
Poly
Melbourne Airport

Recent Work

Stockland

Industry City
Project visioning for a 340-hectare industrial super-precinct.

Visioning for cutting-edge industrial super-precinct.

Industry City will be a job-ready, industrial super-precinct, twice the size of Melbourne’s CBD. 

Located in Beveridge, Victoria, on the Principal Freight Network, the precinct will support freight, logistics, and manufacturing. 

The project is surrounded by one of Melbourne’s largest industrial land banks. Over 1,900 hectares of forthcoming and available competitive land is situated within 5kms of the site.

Stockland appointed Intelligentsia to develop the vision for a unique cutting-edge precinct that could attract major international and domestic facilities and maximise the site’s commercial potential.

The vision was translated into stakeholder-friendly engagement packs to enable it to be tabled with both local and state governments.

Industry City is poised to become an employment anchor for the region, where population growth severely outpaces the availability of local jobs. 

CLIENT
Stockland

SERVICE
Project visioning

SECTOR
Industrial

LOCATION
Beveridge, Victoria

SCALE
340ha

Vaughan

Bemmersyde Brighton
Marketing campaign for lavish home-sized apartments, designed for the city’s most affluent and discerning retirees.

The kingsize downsize in luxury living.

Bemmersyde is located in the fiercely competitive suburb of Brighton, where luxury developments targeted at retirees have become commonplace.

‘The Kingsize Downsize’ campaign leverages the apartments’ superior scale to set the project apart from the competitive set. 

Renders of vast kitchens (big enough for professional catering), private swimming pools, and lounges that can accommodate gigantic dog breeds, all helped hijack buyers attention and drive quality leads.

The campaign is supported by graphic data that enables sales agents to communicate value and substantiate price.

Visual comparisons between natural light, acoustics and parking are some of the tools created to demonstrate Bemmersyde’s tangible benefits and differences. 

Client
Vaughan

Service
Property marketing

Sector
Apartments

Location
Brighton, Melbourne

Scale
10 penthouse scale apartments

Pricing
$4m+

Hamton

442 Auburn Road Hawthorn East
Project vision for the former University of Melbourne campus in Melbourne’s prestigious suburb, Hawthorn East.

Project visioning for commercial and environmental excellence.

442 Auburn Road is a former University of Melbourne campus situated in the affluent suburb of Hawthorn East. 

The 1.6ha site, acquired by Hamton, has the potential to yield 350+ apartments across a range of boutique low-rise buildings.

The site offers an opportunity to showcase Hamton’s ‘Nature Based Cities’ initiative through extensive tree retention, tree planting, and green space.

Intelligentsia was engaged to create a project vision that would optimise the development’s commercial performance — and fully realise the site’s nature-based potential.

Our initial analysis uncovered opportunities to drive buyer appeal, identified sales risks and proposed mitigation strategies. 

The vision serves as the project’s design development “bible”, guiding architecture, product, landscaping, resident facilities, and retail curation.

CLIENT
Hamton

SERVICE
Project visioning

SECTOR
Residential

LOCATION
Hawthorn East, Melbourne

SCALE
1.6ha, 350+ apartments (approx).

Hamton

North Melbourne Football Club
Project visioning for one of the largest stakeholders in Melbourne’s Arden urban renewal precinct.

Project visioning in Melbourne’s Arden urban renewal precinct.

North Melbourne Football Club’s (NMFC) headquarters and training facilities are located in the heart Arden, an urban renewal precinct in Melbourne’s inner north.

A VPA (Victorian Planning Authority) Structure Plan provides an opportunity for the club’s base to evolve and play an integral role in shaping the Arden precinct. 

NMFC’s Development partner, Hamton, appointed Intelligentsia to guide a long-term visioning process with the club.

Central to the vision is the integration of sport, science, innovation, and community.

CLIENT
Hamton

SERVICE
Project visioning

SECTOR
Mixed-use

LOCATION
North Melbourne, Melbourne

PARTNERS
To Good Use

Selkirk

Brickmakers District
Project visioning for the redevelopment of a 120 year old iconic brickworks.

Leveraging the past to realise present potential.

Selkirk, one of Australia’s largest brick manufacturers, has operated a brickworks in North Ballarat for over 120 years.

Over the last century, regional growth has exploded. Today, the once ‘outlying’ 32-hectare site is situated:

—A five-minute drive from Ballarat CBD, Victoria’s third-largest city centre

—Adjacent to a major sports and events precinct 

—500m from Ballarat’s most affluent suburb 

—3kms from a major residential growth front

The site’s scale and central positioning in a rapidly growing city make it highly desirable for a diverse range of land uses.

Vacant areas within the site, and the end of onsite mining, have created the opportunity to develop the property and capitalise on its prime location.

Intelligentsia has been appointed to establish a vision that maximises the site’s value and is compatible with the brickworks’ ongoing operations.

Brickmakers District will be a dynamic precinct that supports national and regional businesses and caters to the city’s booming population. It will be a consciously planned place where strategic co-location drives activity and trade.

Rich brickmaking heritage will shape the district’s character, urban design, and place experience. 

CLIENT
Selkirk

SERVICE
Project visioning

LOCATION
Ballarat, Victoria

SCALE
32ha

Stockland

Cloverton
Project visioning for a new 64-hectare city centre servicing Melbourne’s Northern Growth Corridor.

Developing the vision for a new city centre.

Intelligentsia founder, Dan Johnson, worked with Stockland, Australia’s largest residential developer, to deliver the vision for a new city centre.

The Metropolitan Activity Centre (MAC) is located in Melbourne’s Northern Growth Corridor, a vast area undergoing rapid transformation to provide housing, jobs, and transport for Melbourne’s booming population.

The MAC will be the centrepiece of Stockland’s 11,000-home masterplan community, Cloverton, and will service three Local Government Areas spanning over 3,850 square kilometres.

During the pandemic, Intelligentsia partnered with Stockland and stakeholders from all three Council municipalities to define the city’s commercial, community, and urban design objectives.

The vision for the city aligns with the Council’s goals of providing a wide range of quality employment and facilities for the area’s burgeoning population and will increase demand for housing in Stockland’s Cloverton estate.

Extensive research was conducted to forecast local population changes over time, ensuring the city is designed to support not only current residents but also future residents migrating to the region.

CLIENT
Stockland

SERVICE
Project visioning

SECTOR
Mixed-use

STAKEHOLDERS
Hume City Council, City of Whittlesea, Mitchell Shire

LOCATION
Kalkallo, Victoria

SCALE
64ha

Canton Golfito

Pavones
Project visioning for a 2,430-hectare coastal landholding, stretching from southern Costa Rica to the border of Panama. The project is part of an initiative to stimulate the local economy and raise capital to preserve pristine rainforest within the site.

Key Services

Project
visioning

We create compelling development visions, optimised to deliver the strongest financial and social returns.

Property
marketing

We design and deliver tactical property campaigns that generate the highest volume of qualified leads and prime prospects for conversion.

Place
branding

We brand and position places and destinations to build their appeal and attract the most desirable and sustainable end-users.

Contact

For general enquiries, jobs and placements at Intelligentsia please contact:
enquire@intelligentsiaglobal.com

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