Project Overview
Hartleigh is a boutique land estate located in Clyde, a suburb in Melbourne's south east. That sounds terribly generic, but in actual fact Hartleigh is anything but. In fact, it is the first step in the evolution of a suburb. It heralded the first development in what will become the centre of Clyde, meaning that it needed to set the benchmark for all that was to come.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Alysha Sandow - Senior Designer
Cortney Bruch - Graphic Designer
Ant Bray - Account Director
Michelle Kohek - Account Manager
Stacy Smith - Production Manager
Project Brief
Marketing a land estate sounds boring. How exciting can dirt really get? Turns out, the answer is very.
When National Pacific Properties approached us to create a brand for their newest estate, their requirements were simple. It needed to create a premium, aspirational feel and convey that this development would be the new heart of the Clyde, when all the future infrastructure was realised. Oh, and they were pretty big on making sales too.
They wanted a brand that felt like the best offering in the area. A brand that didn't dumb things down or rely on outdated stereotypes. In their words, they wanted a brand that "felt special and unique at every touchpoint."
Project Innovation/Need
A quick look at the brands that were active around the site and we could see that they all seemed very generic and stereotypical. We really didn't want to create just another campaign with kids running through fields and a leaf in the logo. Instead we chose a direction that was heavily influenced by the more sophisticated branding we were bringing to our apartment development jobs.
By pushing the boundaries of what was expected from a land brand, whilst keeping the overall proposition grounded and authentic, we feel that we were able to create a brand that broke new ground in the industry segment.
This was furthered by the technology we integrated into the campaign. Our project website was far more interactive and emotive than the standard while we enhanced the interactivity of the display experience through the implementation of a touch screen table and bespoke app.
Bringing all these items together with regular communication pieces, beautiful marketing collateral, promotional items and bespoke signage and way finding, meant that we really were able to make every touchpoint feel special.
Design Challenge
The biggest challenge we faced in executing the brand we envisaged, was achieving the perfect balance between aspiration and authenticity. If we didn't push too hard, we ran the risk of just being like everyone else, but push too hard and we could have come off as unbelievable and deceptive. Ultimately, we feel that we got that balance spot on.
Timing also posed us significant issues due to the fact that the vast majority of jobs being undertaken were required within a 2 month window in order to make the launch. A lot of management was required to coordinate both our internal team and our external suppliers and collaborators to ensure that everything was delivered on time and on budget.
Effectiveness
Throughout the entire brand development process, our client could not have been more supportive. His excitement for the brand and realising the vision we'd spoken about in the very beginning was infectious, inspiring the entire team to push through the challenges and create something we could all be proud of.
When the project launched in mid August, the feedback we received on the overall experience was incredibly positive. From the quality and content of the marketing packs customers were given in the display, to their experience within the display itself, it was clear that the market had embraced Hartleigh.
And that translated really well into sales, with the first stage selling out in around 3 weeks.
Advertising - Print
This award celebrates creative and innovative design for visual communication 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, audience engagement and message delivery.
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