Project Overview
Broadstead aims to redefine country living by setting new standards for sustainability, inclusivity, and affordability - effectively distinguishing itself from the typical House & Land packages prevalent in Mitchellshire. This visionary undertaking envisioned a long-lasting development, where individuals of all ages could seamlessly connect with nature, fostering a vibrant and harmonious community.
At the heart of Broadstead’s vision was a transformation of the traditional country lifestyle into a healthier, nature-centric existence. This ambition surpassed mere housing, extending into the creation of an environment that promotes well-being, immersing residents in the natural beauty of the surroundings, and nurturing inclusiveness and community engagement.
The essence of Broadstead was not just about homes; it was about crafting a holistic and forward-thinking living experience that resonates with individuals and families alike.
Project Commissioner
Project Creator
Team
Lynne Franke: General Manager
Rob Davies: Creative Director
Matt Ivory: Senior Designer
Copywriting: Creative Concierge Consulting
Illustrations: Kat Chadwick
Brand Photography: Saskia Wilson
Display Suite Photography: Piers Fitton
Project Brief
Pioneers in their own right - Jinding came to us with a brief that said they wanted to do something different for their land project in Kilmore. The beauty of this project is that they ACTUALLY are doing something different. And this was music to our ears.
Unlike the surrounding developments in Mitchellshire, our client was looking to NOT simply maximize profit by squeezing as many land titles as possible into the site. Instead, create a thoughtfully designed master plan where each block is above average for families of all sizes to create the home best suited to their life stage. Surrounded by nature, the overall site will be framed and intertwined with native flora, established trees, wetlands, shared open spaces, and tributaries. By reinstating and making accessible the existing natural corridors to the community, our client was opening up the site in a way that added enormous value to the new residents as well as surrounding residents. A gift to the area.
In achieving the above, the client recognized that this would make their land lots more expensive than many of the surrounding options – so it was over to us to create a brand and story that highlighted the differences, the benefits, and the opportunities of buying at Broadstead versus the competition.
Project Innovation/Need
With a strong dedication to authenticity and individuality, the brand and marketing campaign found its inspiration in the cultural heritage and history of the town, community, and nature - effectively capturing its vibrancy and diversity through a combination of striking color palettes, complementary typography, a distinct photographic series and bespoke illustrations to support compelling key messaging.
The name itself holds great meaning and further reflects the commitment to authenticity and pride in the region. Inspired by Kilmore’s local history, we generated the project name by combining the following themes:
Broad – from the Broadhurst family who were pioneers of this region
Stead – relating to place and also a nod to ‘homestead’ which is the style of home to be built at Broadstead.
We intentionally did not create a ‘typical’ logo. We wanted Broadstead to feel more authentically an extension of Kilmore rather than a branded house and land estate.
In addition, we took the brand beyond the site. We saw an opportunity to connect with the site + the township + the broader Mitchellshire region To embrace the beauty and benefits of living in this exceptional part of Victoria.
We also intentionally did not market Broadstead as an alternative to living in greater Melbourne. We embraced the location, and local pride and owned it. The market responded incredibly well to this – particularly the local market who are fed up with developers not respecting or responding to the township they are leveraging from.
Design Challenge
A heavily saturated market both within Kilmore and surrounding areas made it our challenge to stand out against the master plan offering, without trying to compete with them. Many of which were located closer to the center of town and transport.
We needed to engage with purchasers prepared to pay a premium for the blocks. To educate the purchaser of the greater benefits of this site over the competitors and that the larger land lots, integration with nature, amenities, and the aspirational architectural guidelines – were worth the higher price.
To mitigate the above, we completely owned and embraced the authenticity of living a wholesome, authentic, and abundant life not just at Broadstead, but in the greater Mitchellshire region. We reflected this across every touchpoint of design, copywriting, and activation.
In collaboration with renowned photographer Saskia Wilson, a photographic series was created that captured the essence of Kilmore and its surroundings. The aim was to showcase the area’s rich history, textures, and charming township. The series featured local amenities but also community members, providing a glimpse into the daily lives of the people who call Kilmore home.
This was strongly punctuated with custom illustrations that speak to Broadstead’s charm commissioned by local illustrator Kate Chadwick.
Bringing all elements together culminated in a truly engaging, authentic, and honest campaign that not only continues to deliver on commercial objectives but respects and promotes the region in a manner that very few projects can.
Effectiveness
Our campaign for Broadstead is ongoing due to the size of the site and number of lots, but success was achieved early with 80% of Stage One sold within 4 months since launching, allowing our client to commence construction 6 months earlier than anticipated. And launch the next stages sooner than planned.
Not only that, the campaign actually converted a far greater number of FHB than predicted as well and Upgraders could see the benefit of paying a premium for the land and all the benefits it offered compared to the competitors.
Our brand reach went beyond the typical media channels. We actively invited the township and broader region to engage with Broadstead through on-site events, local sponsorships, and producing a broadsheet publication that celebrated the rich and diverse community of people who live in the area, each with their own unique stories, traditions, and perspectives. The publication was intended to showcase the region’s vitality and character while providing readers with a deeper understanding and appreciation of its people and their way of life.
This approach was so well received and really drove activity to the on-site display suite – resulting in high levels of sales conversions. And continues to do so!
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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