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Background

We were tasked with a property branding project nestled in the heart of Kew, Melbourne. The proposed site would comprise of 4 townhouses and it required a name, branding and luxury positioning within an overcrowded property market.

Challenge

With so many property options in Melbourne, yet so much competition, it was essential to create a strategy that would capture the interest of the premium target market. Drawing on Melbourne’s cultural and heritage icons we sought to position the property as a luxury real estate choice for empty nesters by developing an exclusive face for the project including the overall branding, business cards, letterbox drops, floor plans, online banners and press advertising.

Solution

Seeking to represent the unique balance of prestige and livability, we positioned the townhouses (which we named Q) as a rare opportunity for buyers to live a life where quality and quantity could be enjoyed in equal measure.