Project Overview
Villawood Properties' first foray into NSW, Skylands is approximately 52kms from Sydney’s CBD. The master planned residential community is adjacent to a new train station and would include a retail/commercial precinct adjoining the station as well as a neighbourhood activity centre.
Project Commissioner
Project Creator
Team
Cindy Tan, Director
Bree Curtain, Account Manager
Justine Paul, Senior Designer
Project Brief
To develop a project name, brand strategy & positioning, and communication creatives for a new master planned residential community by Villawood Properties in Schofields, NSW.
Project Need
Using our new, proprietary brand development process, Vive Group identified the key brand essence for this project as ‘Energetic Elevation’ – a place with ‘big views’ and an ‘infectious vitality’ that permeates the community experiences and celebrates a balanced lifestyle. Based on this brand essence, Vive Group developed the name, ‘Skylands’.
Skylands sees the world through its customers’ eyes, hence the language is straightforward and conversational without reaching for superlatives or poetic flourishes.
The brand essence led to a vibrant, inspiring and uplifting colour palette. The use of a multi-coloured ribbon demonstrates movement and vitality. The imagery used is textured, energetic and over exposed, with soft edges, high contrast and with a documentary-style approach.
Design Challenge
A significant challenge faced was the fact that the project is located in NSW. It was essential we understood the local market and competition whilst ensuring the project's key benefits were communicated strongly.
In addition, as this was our client's maiden project in NSW, it was essential the brand experience developed for this project could be utilised as a benchmark for all future NSW developments and a proud reference tool to key stakeholders, such as joint venture partners and government bodies.
Sustainability
Social Sustainability
1. Since 2010, Vive Group has provided in-kind support to The Royal Children’s Hospital’s Good Friday Appeal.
2. We actively support and sponsor Compassion Australia, a non-profit organisation working to release children from poverty.
3. We are avid supporters of Watoto, a non-profit organisation raising orphaned children & empowering vulnerable women, and inspiring them to become future leaders.
Environmental Sustainability
1. Vive Group supports Carbon Neutral contributing to tree-planting programs all around Australia. To-date, Vive Group has funded the planting of over 23,000 trees.
2. Our new office incorporates various energy-efficient and environmentally-sensitive principles in its design in order to minimise the building’s embodied energy. Products such as sensor lights, double-glazed timber windows, water tanks, low-VOC paints and high-grade insulation have been a priority. Harnessing natural light supplemented with LED lighting and generating passive air flow to minimize dependency on air-conditioning has also been implemented within the design.
3. We encourage staff to minimise paper wastage and we ensure that our equipment and lighting are switched off when not required.
Marketing - Brand 360
This award celebrates creative and innovative solution and strategic design for overall brand presence and identity. Consideration given to all aspects of brand experience and identity, including message delivery user experience, and engagement.
More Details