Project Overview
Verve by Goldfields Group is set to become a modern and meticulously designed neighbourhood in the heart of Clyde North. The 1,000 lot community will feature a sports ground, school, community centre and central park and high-quality amenities all with a focus on a healthy living environment. With tree-lined boulevards and landscaped streets, Verve will strike a perfect balance between all aspects of life. Verve’s EOI campaign began in July 2022 and the project launched to market in January 2023. It has achieved outstanding results and is one of the top-performing projects in the Clyde North corridor.
Project Commissioner
Project Creator
Team
Creative Director: Nichole Trionfi
Senior Strategist: Vincent Lazzara
Design Director: Oscar Salinas
Head of Image Making (CGI): Sylvain Sommacal
Videographer & Content Creator: Hugh Joyner
Photographer: Lynton Crabb
Project Brief
This prime site of 70ha is located in the highly competitive Clyde Creek SP in Melbourne’s southeast growth corridor. With a capacity for 1,000 lots, the site is situated close to a number of major estates already in market, meaning buyers have a plethora of choices and a saturation of messages. Goldfield’s objective was to create a brand and marketing campaign which set Verve apart from the plethora of other developments in the Clyde Creek PSP to ensure superior market cut-through and buyer engagement. The brand and campaign also had to communicate Verve’s focus on community as this will continue to exist long after the sales and marking campaign has come to an end. Therefore, the brand had to sow the seeds for the creation of a truly cohesive community that will grow and thrive for many years to come.
Project Innovation/Need
Initial research had shown that a high percentage of purchasers would be coming from the Clyde North area and surrounds, so the campaign had to be tailored to appeal to this specific demographic. Research had also found that within this demographic there were numerous renters looking to upgrade, so tailored aspects of the campaign were required to attract these individuals to the estate.
To create a brand that would stand out in a saturated market, the team set out to create something that was vibrant and bold from the get-go. The phrase ‘Very Vibrant’ is a core part of the positioning and amplifies the urban vibrancy of Verve. This also underpins the individual pillar messaging, such as ‘Very Social’, ‘Very Inspiring’ and ‘Very Revitalising’. It clearly differentiates the experience residents will have and links well with the pillar messaging. Vibrancy is a critical personality trait, that is present in all applications and experiences.
Design Challenge
The challenge was to create a strategic positioning and brand concept which would bring to life Goldfield’s vision for the estate to ensure it had a compelling USP that would cut through the competing market noise.
Effectiveness
Verve has achieved outstanding results, obtaining a 15% market share in the highly competitive Clyde North area in the month of March 2023.
Goldfields Group had originally targeted a 3.5% sales conversion rate, but since the display suite opened Verve is tracking at a much higher conversion rate of 5.69%.
The industry benchmark for enquiry is between $250 and $350 per lead, while Verve has a cost per lead of just $114. Verve REA Project Profile is equal 10th Best project profile in Victoria in terms of lead quantity and No. 1 Best in the Clyde North region. Verve also has an excellent 47% avg open rate per EDM communication and 14% avg click-through rate per EDM communication.
Graphic Design - Identity and Branding - Property - Project
This award celebrates creative and innovative design in the 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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