Project Overview

Located in the heart of Officer, Cherrington is an intimate development that offers its residents easy access to all amenities, encompassing a contemporary urban lifestyle, whilst affording the opportunity to be a part of a beautiful rural community.

Project Commissioner

Abiwood

Project Creator

Vive Group

Project Brief

To develop a unique, desirable and effective brand identity, strategy and positioning for a new master planned residential community.

The primary target audience were first home buyers and the project needed to appeal to the romance of owning your first house at an affordable and an accessible location.

Project Innovation/Need

Inspired by the site's history and original landowner, Arthur Cherrie, Vive Group developed the name, Cherrington.

Due to the unique central location of this development, we developed a balanced, inviting logo in the form of a cherry blossom flower, with each of its five petals representing the estate’s various nearby amenities: Education, Recreation, Transport, Retail and Accessibility.

We further positioned the project to enable an urban and contemporary look and feel, yet at the same time fusing it with rich, rural characters. By using feminine hues of soft pink and deep blues, a distinct personality for the brand was created, which sets it apart from nearby competitors.

Design Challenge

A significant challenge faced was the fact that the project is located approximately 50 kilometres from the Melbourne CBD, and is far from the hustle and bustle of urban areas. Therefore, there is a general perception that living in Officer results in a dull, secluded lifestyle.

It is a challenging stigma to break as many residential communities are seen to display 'cookie-cut' features that don’t offer much lifestyle benefits.

User Experience

A four-month Registration Of Interest campaign which utilised signage located in front of the site on Princes Highway, resulted in a total of 70 enquiries. With the launch of Stages 1 and 2, Cherrington continues to achieve significant enquiry levels driving good sales results.

Successful deliverables includes: brand strategy and positioning, brand identity and visual language, photography styling, onsite signage, sales office fitout, website design & development, main brochure and other supporting print collateral.