Marketing a proposed development can be tricky business.
There’s no perfectly-furnished houses, established landscaping or manicured streets to explore. You’re selling a vision, a promise of what could be. A dream of the future.
Acumen Development Solutions approached thebox in 2021 about a new development project in an established estate near Wanneroo, in Perth’s northern suburbs. With many new developments in the area, the competition was steep – but the proposed Garden Park development had something special. With large blocks and proximity to established shops, restaurants, nature, parks and views, it was the perfect family investment in a fast-growing area.
The challenge was in conveying this to people and the broader community – to position the Garden Park development as an aspirational, safe and vibrant community in Perth’s North.
thebox were tasked to paint a dream of what life in Garden Park Grove could look like. As with everything we do, that process began with strategy.
Through extensive research, we learned about the market and competitive landscape as well as the demographics and behaviours of potential homebuyers. According to the data, it was young families and upgraders moving to the area, seeking larger blocks and proximity to nature.
Through comprehensive work on brand story and brand architecture, we created a strong foundation to paint a dream of an idyllic family lifestyle filled with an abundance of established community, amenities and natural surroundings.
From our foundational work and market research, we knew a focus on an “abundant life” needed to come through. thebox team assisted in creating ‘Garden Park Grove’: a highly visual brand evoking the promise of a full, happy and wholesome life.
Looking to target young families, the Garden Park Grove brand is organic and playful, utilising a dreamy colour palette with the inclusion of playful illustrations and watercolour strokes. Its distinctive typography helps to bring the brand to life with the inclusion of natural elements.
The finished product was a brandmark – and beyond that, a brand identity – inspired by and reflective of the development’s natural surroundings and vibrant community.
The Last Word
Much like the brand’s floral illustrations, thebox’s partnership with Garden Park Grove’s parent company, Acumen, has blossomed. With the development being rolled out in stages, the nature of our work with Acumen is ongoing and thebox continues to work with Garden Park Grove across Brand and Campaign.
What we’ve done
- Strategic Planning
- Campaign Development
- Name Creation
- Brand Development
- Corporate Style
- Signage Solutions
- Digital & Social Media
What They Said
“thebox really are storytellers! The entire team immerse themselves in your project to understand the tiniest of detail to be able to provide a brand that encapsulates what your project is all about.
thebox created a new brand for a new land development project for us, they understood the brief and delivered a brand that sparks interest, excitement but most importantly told the story of what life will be like within this new land estate, taking our future buyers on a journey on how their life can look living within this new estate.
Not only did they deliver a sharp brand, the ongoing communication between the entire team has been transparent and of ease, nothing is too much trouble and deliverables are always delivered on time.
thebox have been an amazing agency to work with and I cannot recommend them enough.”
– Simone Kenyon, Acumen Development Solutions Marketing Manager