Image Credit : Lynton Crabb
Project Overview
From country estate to renowned golf course, Tullamore has played a significant role in Doncaster for over 160 years. Now being developed into a unique 800 home residential community by Mirvac, the 47-hectare project needed a strong identity that would reflect the significance and elegance that the new development will retain.
Project Commissioner
Project Creator
Team
Dan Johnson: Strategy and Creative Director
Nichole Trionfi: Design Director
Danielle Caruso: Account Director
Richard Hollins: Finished Art
Jacqui Byron: Copywriter
Project Brief
At Tullamore Mirvac will transform 47 undulating hectares of mature trees and greenery, formerly the Eastern Golf Course in Doncaster, into a community of around 800 new homes. The campaign needed to leverage the exceptional natural surrounds, prestige golf club setting and premium product, positioning Tullamore as an urban sanctuary.
Project Innovation/Need
Tullamore is a unique tract of land with a distinguished history, dating back to the 19th century. All branding needed to reflect the significance and elegance that the new development will retain. The golfing heritage of the site is subtly referenced but not overblown. The Tullamore identity is distinct but understated, an elegant monogram that draws from the site’s heritage, supported by powerful landscape imagery. The colour palette, textures and patterns draw on the golfing heritage and align with the brand positioning.
Design Challenge
We had to be mindful of the heritage of the golf course. We also created two campaigns to resonate with an Asian market and the local Australian market; understanding that each have different drivers.
User Experience
After a two-day launch, all 195 properties from the first release were sold. Mirvac now have plans to fast track the second stage release.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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