Project Overview

Paragon, a residential community by award winning developer Pask Group, needed a boost in enquiry and sales levels.

Project Commissioner

Pask Group

Project Creator

Vive Group

Project Brief

To ignite and increase enquiry levels that have suffered from a subdued residential property market in Melbourne's west.

In developing a communications campaign with particular emphasis on new printed collateral, Vive Group was required to maintain the existing Paragon brandmark whilst 'refreshing' the brand's positioning and perception in the marketplace.

Project Innovation/Need

Vive Group focused on Paragon's key features and benefits to develop a a common brand theme and essence whilst linking each of these with a new advertising tagline – ‘Let’s Play Here’.

‘Let’s Play Here’ and the creation of an energetic and vibrant main project brochure, successfully communicated to the target audience Paragon's proximity to both the Point Cook Coastal Reserve and Saltwater Reserve, a new sporting precinct adjacent to Paragon.

Design Challenge

Prior to Vive Group's involvement, Paragon had undergone two brand 'refreshes' in the preceding three years. As such, we were challenged with ensuring consumers' perception and confidence in the brand and project would improve.

In addition, it was difficult developing a strong, effective and unique advertising and communications strategy in an increasingly competitive market.

Effectiveness

The new Paragon brand image was recently launched with the release of the main project brochure and also a Point Cook Display Village brochure that is distributed to all local home builders. Both of these advertising pieces has received excellent consumer feedback and has assisted in seeing enquiries increase almost two-fold.

Vive Group is in the process of executing additional communication pieces and advertising activities across all touchpoints including signage, digital and POS.