Creating a brand in a new market

Macarthur Gardens - Retirement Living

Creating a brand in a new market

Macarthur Gardens - Retirement Living

Background

Macarthur Gardens Retirement Village was a new greenfield asset being developed for the Stockland Retirement Living portfolio of communities across Australia.

Notably, it was the first retirement village that Stockland had built in New South Wales.

Situated in Campbelltown, Macarthur Gardens was to provide the benefits of being positioned on the cusp of an urban and semi-rural environment, while having the convenience of a vibrant town centre right on the doorstep.

Evergreen was engaged to develop the Village branding – a look and feel that resonated with the local community, while being underpinned by the values of Stockland.

Eight stages to building a brand

  1. Research, including Roy Morgan analysis, and workshop
  2. Communication strategy
  3. Define proposition
  4. Logo development
  5. Brand guidelines
  6. Integrated communication plan, including channels
  7. Master communication piece
  8. Application across all channels

Building a mindset and developing a positioning statement for the village

Using the Roy Morgan ‘Asteroid’ research tool, Evergreen distilled profile attitudes, built a mindset and reviewed media habits of the Macarthur Gardens prospect. The outcome lead to a ‘communication moment’ and channel strategy that complemented the defined target market.

Evergreen then conducted a brand workshop with key stakeholders from Stockland. From this qualitative research we uncovered the factors that empowered this project brand proposition, and that have influenced the creative development from logo design to the key message, tonality and visual communications style.

The promise

The project brand proposition positioned this Stockland asset as a unique offering to the target audience.

Enjoy the time of your life at Macarthur Gardens Retirement Village, where the living is easy.

Creating the Village’s logo

In designing the logo, mature-friendly communication principles were applied to ensure ageless functionality.

Application of the logo, and the integral graphic elements to the logo, were considered in project branding, collateral, point of sale and advertising usage. Various creative solutions were developed which answered the brand promise and its key factors.

Refining the selected logo design, colours and fonts

Once a concept option was selected by the client, Evergreen refined the logo, colour and font options.

This process resulted in the approved horizontal and vertical logo versions, as seen below.

Maintaining the communications 

To maintain the integrity and consistency of the Macarthur Gardens Retirement Village project brand positioning and visual identity, a brand guidelines manual was developed for the reference of Stockland staff, contractors and suppliers.

The document serves as a ‘ready reckoner’ for the logo versions, colours and typography that had been approved to apply in the production of materials and communications for Macarthur Gardens Retirement Village.

Applying the branding and creating a master communication piece

The next phase of the brand development journey was to apply the new brand device to a master communication piece; in the first instance a press ad.

The tactical messaging can change throughout the campaign, but it will always have the one central campaign idea – which best relates to the proposition.

Refined and approved master communication advert

The ‘Relax’ direction was approved to refine. A juxtaposition headline was used to catch attention and attract the blue-collar community to the Village.

Full page advertisement and style guide for Macarthur Gardens

Applying the brand to all marketing elements

By following the brand guidelines and master communication piece, we were able to maintain consistency across all the marketing elements throughout the Village.

This process created a strong, enduring and recognisable brand for Macarthur Gardens Retirement Village.

Floor plan and site plan for Macarthur Gardens retirement village
Invitation and sales office wall for Macarthur Gardens retirement village

Background

Macarthur Gardens Retirement Village was a new greenfield asset being developed for the Stockland Retirement Living portfolio of communities across Australia.

Notably, it was the first retirement village that Stockland had built in New South Wales.

Situated in Campbelltown, Macarthur Gardens was to provide the benefits of being positioned on the cusp of an urban and semi-rural environment, while having the convenience of a vibrant town centre right on the doorstep.

Evergreen was engaged to develop the Village branding – a look and feel that resonated with the local community, while being underpinned by the values of Stockland.

Eight stages to building a brand

  1. Research, including Roy Morgan analysis, and workshop
  2. Communication strategy
  3. Define proposition
  4. Logo development
  5. Brand guidelines
  6. Integrated communication plan, including channels
  7. Master communication piece
  8. Application across all channels

Building a mindset and developing a positioning statement for the village

Using the Roy Morgan ‘Asteroid’ research tool, Evergreen distilled profile attitudes, built a mindset and reviewed media habits of the Macarthur Gardens prospect. The outcome lead to a ‘communication moment’ and channel strategy that complemented the defined target market.

Evergreen then conducted a brand workshop with key stakeholders from Stockland. From this qualitative research we uncovered the factors that empowered this project brand proposition, and that have influenced the creative development from logo design to the key message, tonality and visual communications style.

The promise

The project brand proposition positioned this Stockland asset as a unique offering to the target audience.

Enjoy the time of your life at Macarthur Gardens Retirement Village, where the living is easy.

Creating the Village’s logo

In designing the logo, mature-friendly communication principles were applied to ensure ageless functionality.

Application of the logo, and the integral graphic elements to the logo, were considered in project branding, collateral, point of sale and advertising usage. Various creative solutions were developed which answered the brand promise and its key factors.

Refining the selected logo design, colours and fonts

Once a concept option was selected by the client, Evergreen refined the logo, colour and font options.

This process resulted in the approved horizontal and vertical logo versions, as seen below.

Maintaining the communications 

To maintain the integrity and consistency of the Macarthur Gardens Retirement Village project brand positioning and visual identity, a brand guidelines manual was developed for the reference of Stockland staff, contractors and suppliers.

The document serves as a ‘ready reckoner’ for the logo versions, colours and typography that had been approved to apply in the production of materials and communications for Macarthur Gardens Retirement Village.

Applying the branding and creating a master communication piece

The next phase of the brand development journey was to apply the new brand device to a master communication piece; in the first instance a press ad.

The tactical messaging can change throughout the campaign, but it will always have the one central campaign idea – which best relates to the proposition.

Refined and approved master communication advert

The ‘Relax’ direction was approved to refine. A juxtaposition headline was used to catch attention and attract the blue-collar community to the Village.

Full page advertisement and style guide for Macarthur Gardens

Applying the brand to all marketing elements

By following the brand guidelines and master communication piece, we were able to maintain consistency across all the marketing elements throughout the Village.

This process created a strong, enduring and recognisable brand for Macarthur Gardens Retirement Village.

Floor plan and site plan for Macarthur Gardens retirement village
Invitation and sales office wall for Macarthur Gardens retirement village

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?