With the suburb saturated with competing stock, a transmission line running through the estate, an unsuccessful two years on the market and bad press, we were tasked with the much-needed re-positioning of this 1400-lot land development.

The new brand needed personality, to emotionally connect to its multi-generational family buyer and to the horticultural heritage of the project location. With 145 acres of parklands, we were able to draw on the nature-inspired lifestyle it offered, developing a conceptual theme of growth presented through both native botany and nostalgia, with the use of nostalgic imagery; siblings growing into adults with their own families in the same neighbourhood, parents becoming grandparents - life blooming. We commissioned illustrations by a local artist to create a visual impact, cutting through competing brands.

The re-brand resonated exceptionally well in the market, with the first new stage release selling out ahead of forecasts and a waiting list established for future lot releases. Furthermore, civil works were not able to keep up with the extraordinarily high demand therefore with the agents Core Projects, we rolled out a strategy to purposely slow down sales without losing buyer interest, proving the project’s remarkable success.

I was the Senior Designer working on this brand. Work completed while working at Urban Angles for their respective clients. Copyright / Urban Angles Pty Ltd.