A Breath of Fresh Air

Summary

Challenge

– Woodfield Hills Bywong is a estate outside Canberra featuring 20 lots that would be sold over 2 stages.
– Plot sizes and building envelopes were genrous with the smallest property starting at 2.80ha
– Each lot included fully fenced boundaries, power to the front of each allotment and sealed access to front gates.
– To sell the lots a campaign based on targeting upsizers looking for more space for their growing families ordownsizers looking for a quiet change in lifestyle.

Solution

– We created a distinct brand based on old school signage and packaging
– An earthy, natural colour palette of greens and browns were used to create a an authentic, rural feel and reflect the area. Monotype and distress typography was used to reinforce this aesthetic. The distressed look was carried throughout the design with rough, gritty textures in the typograh, imagery and graphic elements.
– A marketing campaign based on having plenty of space and being out in nature whilst still being within a short drive to Canberra was used to attract potential buyers. Copyright focusing on these features were used as core headlines throughout the campaign.
– A combination digital, print and OOH signage was used to engage with customers.