Project Overview
Delaray is a family focused, new community by Villawood Properties in the suburb of Clyde North in Melbourne’s highly competitive South Eastern growth corridor.
Project Commissioner
Project Creator
Team
Cindy Tan - Director
Alf Lee - Creative Director
Sally Male - Account Manager
Rachel De Luca - Senior Designer
Project Brief
Vive Group was briefed to develop the retail, POS and marketing communications for this project in order to achieve premium prices as compared to its nearby competitors.
Project Innovation/Need
The brand positioning developed from the POS experience to the outdoor signage was aspirational yet attainable to ensure that we engaged with an audience that has many choices and options when it comes to purchasing land in the region.
Design Challenge
The project delivery timeframe was challenging as our client pushed forward the launch schedule almost 3 months!
Another key challenge for this project was the amount of established and well-regarded competitors within a 10km radius. In addition, our client wanted to achieve premium prices compared to these competitors.
Effectiveness
The Delaray launch weekend was extremely well attended and the ongoing feedback received has been very positive for the retail and POS experience.
Moreover, our client has achieved an average monthly sales rate since launch of over twice their projected rate whilst attaining their desired premium prices.
Marketing - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communications and display including traditional and digital signage and three dimensional displays 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.
More Details