I have worked on a number of property projects ranging from small apartment builds to large 2000-lot developments for the likes of Devine and Villawood Properties.
My involvement includes strategic brand development, naming, directing the design concepts and overseeing the creation of various marketing campaigns.
Rathdowne in Wollert, a Vilawood Properties development in Melbourne’s thriving north, would be home to over 3,000 residents.
The client wanted this community to be inspired by the famous Carlton street so we created the positioning of ‘The North’s New Icon.’ The line work in the brandmark was influenced by Carlton’s urban landscape and laneways, while the charcoal and gold gave the brand a distinctively premium look.
Deliverables included creative strategy, brand development and positioning, photography, main brochure, stage flyers, signage, press ads, online collateral, sales office concept and fit out.
Waratah is a 500-lot Villawood Properties community in the North-West corridor. A unique attraction of Waratah was that half of the development (40Ha) would be part of the Mt Ridley Woodlands Conservation Reserve and feature magnificent river red gums. This inspired the positioning that we developed for Waratah – ‘The Picture of Perfect.’ To bring this concept to life, we shot Villawood residents in front of canvas backdrops that showed the future onsite amenities of Waratah. 34 lots were sold within the first two weeks of the launch.
Deliverables included creative strategy, brand development and positioning, photography, main brochure, signage, press ads, stage plans and online collateral.
Villawood Properties wanted to launch a new 500-lot community in Truganina, just 30 minutes west of Melbourne’s CBD. It is an area dense with competitors so creating branding that stood out was even more important. Our research showed that this growth corridor attracted an audience with a largely ethnic background. Knowing this audience's cultural love of colour, we based the strategic positioning on celebrating a colourful and vibrant community. We presented the name ‘Albright’ (all bright), along with bright and joyful branding that encouraged buyers to ‘Colour Your Life.’ This branding was so successful that almost 130 groups of buyers overwhelmed the Albright sales office during the opening weekend.
Deliverables included creative strategy, name development, brand development and positioning, photography, main brochure, stage flyers, signage, press ads, online collateral, sales office interior and exterior.
Aquarevo is a first-of-its-kind community in Melbourne's fast growing south east. A partnership between Villawood Properties and South East Water, it was designed to be Australia’s most water and energy efficient residential development. We developed the name and ‘The Future of Living’ positioning. We also developed an illustrative photographic style to bring to life its innovative water and energy saving technologies. On its opening weekend, 350 groups flowed through the Sales & Discovery Centre.
Deliverables included creative strategy, name development, brand development and positioning, photography, main brochure, release collateral, signage, press ads, digital assets, sales office concept and fit out.
This 83-apartment development has been designed by one of Australia's largest architectural practices, Hayball, to be a living community for seniors, in particular, senior Chinese. Our work involved a great deal of cross-cultural strategy to engage our two audiences – local more traditional Mandarin-speaking Chinese seniors and their adult Australian Chinese children looking to buy for their parents.
Deliverables included strategy, creative concept, branding, marketing flyers, main brochure, website, sales presenter and the fit-out for the display suite.
This boutique 170-lot community was developed by Clyde North Properties in one of Australia’s biggest growth corridors. We used the area’s equine history for the name and created the positioning of ‘Your Precious Hideaway’ to highlight the community’s secret location away from the main roads. We based our logo design on farming branding irons and incorporated the icon of a key to highlight the hidden nature of its location.
Successful deliverables; brand development and positioning, creative strategy, main brochure, stage plans, website, online banners, signage, flyer, wine label, pull up banner, onscreen presentation, business card.