Evans on Vine, developed by Kaleida Group, is a project aimed at attracting first home buyers and young families. The project focused on the opportunity for potential buyers to enter a brand new community in a convenient and vibrant Sunbury location steeped in history.
Our narrative ‘You’ll fit right in…” was designed to attract a diverse target audience, encourage inclusivity and to welcome people from all walks of life.
Rather than imposing the brand onto the local community we developed an empathetic brand by utilising relatable portraits and colours referenced from them. We then sought to celebrate the heritage of the location through historic images, while layering the story of a new development designed to fit in. To convey amenity, we interviewed and photographed local businesses and people to deepen our connection and garner the support of the local community and the target audience. Every aspect of the project creative was designed to work in harmony with its existing environment and pay respect to its close-knit community, and cultural and heritage roots.
Since its launch in October last year, the project has received unprecedented interest and is almost sold out.
How we did it
Brand Strategy, Naming, Tone of Voice, Brand Story, Identity, Art Direction, Photography Copywriting
What we did
Project collateral - Lifestyle Brochure, Stage Flyers, Site Signage, Website, Videography, Online Marketing, Social Media