Deliverables
Brand Creation
Brand Strategy
Brand Naming
Brand Identity
Brand Communications
Website
Advertising & Marketing
Search Engine Optimisation
Search Engine Marketing
Signage & Environments
Branded Environments
Challenge
Launched late third quarter of 2018, Bartram Mews is a residential estate located in Success, Western Australia.
Just 30 minutes south of the Perth CBD, this ideally located property development offers a choice of 78 homesites, including small lots, family lots and boutique multi-unit sites.
Facing a relatively soft, albeit improving real estate market, any new estate launch needed to create cut-through in order to be noticed in such a hyper competitive sector. We undertook considerable research, reviewed competing estates and liaised closely with all stakeholders to ensure we clearly defined and understood the target markets. These insights allowed us to uniquely position the estate in the market, appealing to our target audience and prompt engagement and action.
Response
We developed the estate naming to reinforce the location on Bartram Road, as well as offering an opportunity to draw upon local history to create a sense of authenticity. The addition of “Mews” pays homage to the sites equestrian roots and helps qualify the estate’s boutique attributes.
We then defined how the Bartram Mews brand should look and feel – personable, authentic and sophisticated. Emotive imagery paired with clean, modern type and an iconic, memorable logo all work in harmony to create a sophisticated and modern brand proposition evoking the estates premium, convenient and connected location.
Result
The launch campaign commenced with the on-site sales office, site banners and billboards plus a website and realestate.com.au project profile.
The initial result has been overwhelmingly positive with qualified leads being generated immediately and over 50% of the first stage sold out in just the first 4 weeks!
A genuinely sensational result in what is still a difficult market and a testament to all involved in this project.
