James Street

New Initiative has grown from the James Street Initiative. We have worked with the James Street district for a decade, managing, manning and driving the James Street Initiative office since its inception. Given the task of creating the James Street brand – the New Initiative team has developed and refined the full life-cycle brand and strategy that has seen the street become renowned as a leading retail, cultural and lifestyle destination on a local, national and international scale.

Our team continues to deliver strategic leadership whilst managing all aspects of the brand including public relations, strategy and brand development, major events and publications. Our office also manages the James Street Gift Card program, and the on-going relationship management and communications with the community, 130+ retailers, government bodies and media.

New Initiative has been responsible for securing significant partnerships for the precinct with media, arts and corporate organisations while strategically ensuring the integrity of the community and its retailers is not compromised.

We have created and continue to orchestrate three major events for the precinct annually: James Street Up Late, James Street Food & Wine Trail and RESORT.  New Initiative designs and produces all of the associated cross platform campaign collateral for these events and for James Street. This includes all digital platforms and the annual printed publication James Street A Guide, a 200+ page, carefully crafted, bespoke journal detailing the street and the individual retailers featuring customised copy and photography.

2010 – Current

James Street


– End to end strategy and brand development
– Public Relations
– Custom publishing
– Digital platform strategy and management
– Event strategy and management
– Marketing
– Gift Card program management
– Tenant liaison
– Partnerships