Located in the rapidly growing corridor of Melbourne’s South East, Clarinda Park was set to become the epicentre and link all of its neighbouring developments. Amongst the over 500 allotments, the estate included hectares of parkland, sporting facilities, shopping centre and a new state primary school. The developer, Abiwood, needed a brand and positioning that captured the imagination of homebuyers in an extremely competitive market.
Clarinda Park’s large open spaces and public amenities were a natural point of difference. We created the brand mark along with the positioning line, “Life in the Park” which epitomises the estates’ competitive advantage. The on site Land Sales Office and signage were vitally important to create a welcoming first impression. Marketing collateral, including a 24 page glossy magazine and a customised interactive website were designed to inform purchases about all aspects of the site. A marketing campaign, which focused on the lifestyle benefits one would enjoy at Clarinda Park, was also implemented.
Clarinda Park launched in March 2014 and has quickly established itself as one of the leading developments in Cranbourne, achieving higher than expected ROI.View Website >