A lot of heart was injected into developing the brand and overseeing the marketing for this $160m master-planned community in Norwood.
Norwood Green is an award-winning urban renewal project by leading South Australian developers Buildtec and Catcorp comprising residential living and retail outlets including a new ALDI supermarket.
We were engaged at the start of the project to creatively introduce Norwood Green to the market and generate ongoing leads and sales throughout the project’s multi-stage lifecycle.
Beginning with a brand discovery workshop with key stakeholders, we gained valuable insights that informed the project name and visual identity, and helped us distill the brand's essence down to one word: love.
This theme permeated other brand elements including the tagline ‘close to the heart’ which reflected the project team’s passion, the excitement of living in Norwood and the project’s proximity to the CBD.
Organic green tones were chosen to align with the project’s commitment to open space and sustainability.
With the brand created, we moved onto execution providing a range of ongoing services including social media management, copywriting, traditional and digital advertising management, graphic design, production management and event management.
We also worked closely with the developers and Norwood Green’s interior designers to effectively implement the brand throughout the display centre and produced a free seasonal street magazine called ‘heart&soul’ which showcased Norwood’s lifestyle offering.
Site activation was key to Norwood Green’s sales success.
We planned, and managed, several events targeting prospective buyers, investors and members of the local community to increase brand awareness and drive display centre visitation.
The first stage of the project sold out within months and properties continued to sell during the COVID-19 pandemic.
Following the August 2020 winter market, the sales team reported a 100% increase in display centre visitors compared to previous weeks resulting in several purchase agreements being signed.
Residents and retailers have now moved into Norwood Green and the project is reenergising Adelaide’s inner east as it edges towards completion.