Our projects

Place brand devel­op­ment, iden­tity, nam­ing, cam­paign design and execution.

This week, Truly Deeply proudly launched the new brand and cam­paign for Ather­stone, a new com­mu­nity in Melbourne’s west. Work­ing closely with the Lend Lease devel­op­ment team we defined the brand strat­egy, cre­ated a new name, designed the iden­tity, and exe­cuted the entire launch cam­paign. The result is a dis­tinct brand that cre­ates an aspi­ra­tional and com­pelling con­nec­tion with the tar­get audi­ence and is already achiev­ing out­stand­ing results for the client.

The cre­ative was dri­ven by the brand essence ‘a haven to pros­per’. The brand needed to stand out in the mar­ket and be truly mem­o­rable. The brand icon is a visual rep­re­sen­ta­tion of a safe haven, empha­sis­ing the nat­ural buffer to the sur­round­ing area — one of the sig­nif­i­cant fea­tures of the loca­tion. A hand­crafted logo-type adds fur­ther dis­tinc­tion from the com­pet­i­tive set and a soft­ness that appeals to the audi­ence. The nat­ural imagery is extended into a visual lan­guage to cre­ate a brand that with an attrac­tive unas­sum­ing style.

The brand iden­tity and visual lan­guage takes its cues from the envi­ron­ment illus­trat­ing a lifestyle that is both aspi­ra­tional and attain­able. Graph­i­cally, the iden­tity reflects the land­scape of creeks, wet­lands and park­lands.” Derek Car­roll, Direc­tor of Design, Truly Deeply

The cam­paign is wrapped around the com­mu­ni­ca­tion propo­si­tion of “The Good Life”; a com­pelling brand story of an aspi­ra­tional place to live in Mel­bourne, that is still within reach. This was then extended through­out all touch points into key mes­sages to high­light the brand’s proof points or advantages.

For more infor­ma­tion about Ather­stone, visit atherstone.com.au 

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This entry was posted on Friday, September 9th, 2011 at 11:39 am and is filed under Brand Communications Design, Brand Identity Design, Integrated Marketing, Product & Brand Naming. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.