Balfe Park Lane
Scroll
For many people, buying a home is the biggest investment they will make in their life.
What’s more, buying off the plan presents additional challenges due to a multitude of factors. Knowing this, how do we help purchasers become fully informed about the property they are purchasing when they can’t walk through the physical space?
For our client, the challenge was to highlight their commitment to community and sustainability in a market that often overuses these buzzwords without fully delivering. Local competition, plus increasing levels of uncertainty in the local housing market, created a challenging brief for this new multi-residential development.
Our solution was to begin to build a community on site through the brand, events and through social media that resonated with the target market, creating hype and genuine interaction.
The name Balfe Park Lane references the new public access laneway that runs from Nicholson Street through to Balfe Park between buildings inside the development. By naming the development after this laneway, we highlighted how our client was opening this little slice of green space up to the locale. We tested the name and brand elements with our target audience to ensure we were co-designing with them in mind.
To launch the project, we held a community dog show in Balfe Park that featured a kids mural painting project, pet photography and food/drink by local suppliers Industry Beans, Beurre and The Pie Shop. The day brought around 200 people to the park and through the display suite to enjoy the sunshine and see what a community built around Balfe Park Lane might look like.
Through online content we began to build a digital community, featuring interviews with the architect Kerstin Thompson, highlighting local business, and educating potential purchasers about the sustainability initiatives of Balfe Park Lane. The project was featured in a number of publications including The Sydney Morning Herald, Architecture AU, Fashion Journal, The Leader, The Urban Developer, Urban.com.au, Architecture & Design, and Matters Journal.
The project successfully launched in 2018, with enough sales achieved to begin construction in 2019.
Our Process
Consulting the Team
We held a client workshop with the project team, including the client, architects, development manager and sales agent to fully understand the project’s features, design intention and sustainability elements to begin fleshing out the brand strategy.Brand Strategy
We created a brand strategy and brand identity that we tested with users to inform the direction, content and visual language.Delivery
Once the brand identity was developed we rolled it out across brochures, the display suite, signage, the website, social media, digital and print advertising. We launched the project with a community event attended by hundreds in Balfe Park and the display suite courtyard.
The project successfully launched in 2018, with enough sales achieved to begin construction in 2019.
Results
200+
Attendees at the launch event950+
Sales enquiries12M
Featured in 10 domestic and national publications, with a potential audience reach of up to 12 million
