When sekisui house secured their new development site in baulkham hills, they faced considerable local opposition. an influx of overcrowded apartment projects had put neighbouring residents offside, creating a general sense of mistrust. the challenge was to show that this master planned development would contribute to the local community, keEping everyone's best interests at heart.
As creative director at toast i led the creation of 'the orchards' master brand, which acknowledged the area's agricultural heritage and conveyed the development's commitment to community growth. i positioned the brand as 'a place to grow', then art directed a suite of bespoke assets and experiences which engaged local residents and potential buyers alike.
key initiatives included a purpose-built, award winning sales suite which featured a central atrium surrounded by an adaptive digital sales journey, culminating in a 180 degree brand immersion room. the initial launch was also supported by a brand awareness campaign, published across targeted digital and social channels.
the community-focussed brand contributed to the project's development application passing through council in 2018, protecting the project's future while providing peace of mind for buyers across multiple stage releases.
pre-launch master brand
brand launch imagery and positioning
sales suite featuring immersive brand experiences
evocative printed collateral
immersive digital experiences
