Atherstone, bringing the good life to the west

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 

If you would like to discuss your own brand launch or how you can get involved in the Good Life, why not not give us a call.

Nikki Williams
Client Account Manager


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