Project Overview
Create a brand for a 1,700 lot residential subdivision in Craigieburn.
Appeal to larger families from a number of multicultural backgrounds. Create a brand that has strong cut through amongst a number of nearby land estates with traditional names such as 'Greenvale Gardens'.
Introducing 'ASTON' Craigieburn!
Project Commissioner
Project Creator
Team
Justine Paul - Senior Designer
Pia Moore - Account Manager
Marianna Malkin - Account Director
Project Brief
This brand uses a character (ASTON) to represent and embody the brand attributes and communicate the development features and benefits.
A personality that the demographic can understand and absorb, but not necessarily be. (This character is also not a literal depiction of the target demographic.)
Purely by depicting this person visually and tonally we will be communicating to the market place the positioning of the development and in the minds of the audience conjure up visions of the type of lifestyle offered. By telling this person’s story in press ads, brochures, online and signage we will be conveying the development's personality, features and lifestyle aspirations.
Project Innovation / Need
This land development uses branding concept that is yet to be done in the land marketing sector in Victoria. By steering clear of traditional botanical names or other naming clichés.
Treat the estate as a person! A carefully selected character that embodies all the estates attributes and selling features – a character that captures the flavour of the estate. This is not a mascot or a celebrity endorsement, this person is the estate. Like ‘mother earth’ and ‘father time’.
Design Challenge
The design challenge was to convince the client to push the envelope and pursue a unique brand concept, in a cluttered and predictable market space.
Sustainability
Vive Group proudly donates 1% of sales revenue to biodiversity conservation and revegetation projects throughout Australia.
Since 2008, we have planted 14,488 trees.
Graphic Design - Identity and Branding
This award recognises traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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