Project Overview
Society 1056 is an ambitious new community, built by the brave, made for the bold it offers residents a more social and sustainable community where everyone and everything flourishes together.
Featuring 9 hectares of open green space, waterways, parks, recreational areas, a local primary school, shops, sporting ovals, and a community center – each aspect of the masterplan has been designed to support the social heart and soul of the neighborhood.
YourLand’s aim is to create a new benchmark in environmental and social sustainability. It sought to lead by example, pioneering a community that would inspire others and set a superior standard for well-designed living. The task was to stand out amidst the crowded landscape of Melbourne’s Western suburbs, setting themselves apart from other competitors.
Project Commissioner
Project Creator
Team
Lynne Franke: General Manager
Rob Davies: Creative Director
Matt Lee: Account Director
Matt Ivory: Senior Designer
Copywriting: Grenade - Matt Lee and Matt Ivory
Photography: Lynton Crabb Photography
Videography: Lynton Crabb Photography
Video Editing and VO: Outrun Creative Pty Ltd
Project Brief
In their own words – YourLand wanted to ‘disrupt the market’ with this project. Across all touchpoints – from the physical site and product delivered through to the brand and marketing. Challenge accepted!
For buyers it can be a sea of the same uninspired design, cliché stock shots of happy families picnicking as the sunsets, and AI-generated copy. It is hard to distinguish one project from the next. YourLand tasked us to create a brand that broke that mold.
The site itself was one of the last remaining parcels of land in Melbourne’s booming, Western Corridor, it was YourLand’s first foray into this market. So their brief also included elevating the Yourland brand to engage and educate the western corridor of who they are and their success in the broader market.
Project Innovation/Need
In order to ‘disrupt’ the market, we embraced and celebrated the diversity of the audience and built the entire brand around them. We brought fun and joy into the property buying experience through the art direction, colors, and tone of voice and took some calculated risks. Being playful, witty, and ‘tongue in cheek’ we stepped out of the usual property vernacular and more down an advertising approach.
We tapped into a customer insight that focuses on the importance of leaving behind a legacy for your children and used that to position sustainability and we avoided the property marketing clichés.
We also leveraged our 23 years of experience in apartment and placemaking projects that are skewed to authentic storytelling and applied it to this house and land project. This is evident across all touchpoints.
To achieve the client’s goals and create a strong market impact, the strategy was devised to engage the target audience through a thought-provoking campaign featuring diverse portrait photographs. This approach aimed to establish a resonant brand identity that celebrated “The Bold” and their inclusive community narrative, where neighbors take pride in their living environment irrespective of age, gender, race, or creed. We worked with the super-talented photographer Lynton Crabb and his team to get the best out of the 'talent' and deliver our 'Made for the Bold' campaign.
Design Challenge
There were a number of challenges that we faced and addressed through our strategic creative response.
- We had to create a brand that appeals to an audience that is not only diverse in its age range and in various pivotal stages of life but is also very culturally diverse.
- Connect with an audience that is extremely price conscious and we were selling a product that is more expensive than the competition.
- We are competing with already established communities, with existing amenities and well-established communities. So how was our project different?
- The market priorities started to shift just prior to launching this project. It became a customer-driven market and price became a bigger focus than it already was.
- How do you launch a brand built on a sustainability proposition to an audience that traditionally hasn’t placed a high value on sustainability? You educate, engage, and break down the benefits and cost-saving incentives.
Throughout, grid systems have been strategically applied to create a straightforward and impactful messaging strategy, seamlessly integrating key visual elements. This approach has sustained the brand’s comprehensive
visual identity and message, ensuring its uniform and effortlessly
recognizable presence across all channels.
Effectiveness
Our client is very happy with the effectiveness of our campaign and are able to accurately compare to their substantial portfolio on the market currently and past experiences. This is what they told us:
- Society 1056 was the number 1 selling project in the Plumpton corridor (April 2024). Whilst first place isn’t consistent, we tend to sit within the top 3 best-performing. We hold one of the largest consistent market shares in the corridor. This is based on GRIP data by CORE.
- Predominantly inquiries are coming from our digital campaigns with 30% of buyers coming from digital ad leads).
- Lead volumes are high on average, 190 a month, compared to equivalent YourLand projects, this is high.
- Stage 03 launch was brought forward due to demand for larger stock.
- To date, we have achieved 78 unconditional sales (Oct 2023 – May 2024).
- We are sitting on 190 leads a month on average. Based on other YourLand projects, this number is high.
- The brand has been incredibly well received by prospects, buyers, and partners. Everyone notes how differently we’ve approached the marketing to this, and it’s refreshing. People like how the brand is brought to life through people.
Graphic Design - Identity and Branding - Property
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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