Project Overview
The launch of Eliston, Clyde’s fresh new masterplanned community, was an exciting project for Traffic. The tranquil setting of the new development was a branding dream.
Project Commissioner
Project Creator
Team
Amanda McPherson - Design Director
Karen Jarvis - Senior Account Director
Taz Pirbhai - Account Manager
Kristin Bailey- Interior Designer
Tristan Kerr- Sign Writer Artist
Project Brief
The brand direction and development name stay true to the heritage and land. Eliston originated from the Scottish beginnings that brought the owners of the land over to Australia, where they utilised the lush pastures to harvest celery. The celery fields are a key feature in our overall brand imagery and the earthy tones influenced the colour palette.
Project Innovation/Need
Our desire for the brand positioning is to establish Eliston as a premium estate with a heritage story, that has all the amenities you need, within a well-designed and landscaped community. The sales centre emphasises the quality of our offering, it is warm and welcoming and accentuates the estate in the best, most inventive and interactive way possible.
Design Challenge
When designing the concepts for the Eliston sales centre our aim to showcase the brand in a more creative and interactive way than the current stock standard sales centres. The Eliston sales centre was deliberately designed to be more attractive, inviting and innovative, the glass back wall is a hero feature to showcase the views over the future town centre.
User Experience
The language and messaging throughout the touchpoints, including brochure, website, press advertising, and signage tie back into the theme of land and fruition. The Land of Plenty became the tagline for the development to connote the plethora of conveniences future residences can enjoy. The first stage release equally emphasised this, the Harvest Release launch was a great success, selling a third of the lots in the first morning, out selling the competitors in the area.
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.
More Details