Project Overview
Create a new brand identity for an outer suburban residential development that will attract Gen Y's.
Project Commissioner
Project Creator
Team
Vive Group was commissioned by Villawood Properties.
Project Brief
The existing brand was struggling to attract the target demographic (Gen Y's and young professionals) and through workshops, the client decided to commission Vive Group to undertake a rebrand.
There are many competitors within a 10km radius of this development and the brief was to ensure a competitive edge that would increase enquiry levels from the younger generation without compromising on attracting enquiries from other demographics.
Project Need
We developed a brand identity that is both appealing to the target market and innovative in its application/roll-out for the land development industry in Melbourne.
Positioning Pasadena as a genuine alternative to inner urban living with its benefits of local cafes, amenities and activities whilst having a more quiet lifestyle, time to relax and enjoy open space.
A local area and on-location photography shoot was also undertaken to provide a level of authenticity and reality to the imagery.
Design Challenge
There was a tight timeline for delivery of the brand identity, location photography and roll-out across print, signage, press advertising, point of sale and web.
Sustainability
All production items were sourced locally and print collateral was printed on FSC stock with an ISO environmentally accredited printer.
Vive Group also donates 1% of sales revenue to Carbon Neutral.
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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