ourwork

Cascades on Clyde

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RE-BRANDING A LAND ESTATE
GEO developments

OVERVIEW

Cascades on Clyde is a master-planned community located in Cranbourne East. The neighbourhood development features significant natural resources with 14 hectares of open space including picturesque wetlands, numerous playgrounds, parks and walking trails.

The majority of Cascades product is positioned to offer great value in a sought after location close to established central Cranbourne.

With around 60% of the development completed, the successful gazetting of new land in Cranbourne East opened the opportunity for Cascades to offer a more premium product surrounded by beautiful wetlands.

STRATEGY

The challenge for Extension was to re-position the wetlands release as the premium product in the community.

The decision was made to create a unique identification for the new precinct that leveraged off the existing Cascades brand equity while repositioning the offering to appeal to a more affluent market.

Time was well spent clarifying the community’s unique selling proposition and the value-add that justified the premium tag.

EXECUTION

By incorporating softer hues of blue and green and original illustrations of flora and fauna inspired by the surrounding wetlands, we established a distinctive brand that represented the premium product.

Additionally, new photography with a family enjoying the benefits of the 14 hectares of parkland and open space was commissioned to support the refresh and demonstrate the amazing lifestyle on offer. A real ‘picture yourself here’.

INSIGHTS

The re-brand gave us an opportunity to move away from the old brand, showing land buyers this new precinct in its true light. The strategic design decisions we made with choice of colour, photography direction and illustration played a key role in successfully communicating the premium precinct of the community.











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