Brand Foundation Proposal
Kalki, Bundaberg
01 — The Project
The Project
A 256-lot residential estate on the eastern edge of Bundaberg, positioned between established Kalki Heights and the coast. The site is a former sweet potato farm with retained native vegetation corridors, established trees along two boundaries, and an activated open space network that gives the estate a genuine sense of landscape and character.
The developer has a long-term outlook — no funding pressure, no rush to market. The goal is a premium, owner-occupier-focused estate that reflects the care and intention behind it. It’s a legacy project, and the brand needs to match.
Lot sizes sit predominantly in the 600–800m² range, with a handful of larger lots along the agricultural buffer. The location offers strong access to St Luke’s Anglican School, proximity to the coast (10 minutes to the beach), and all the convenience of being on the right side of town.
What’s missing is the identity. There’s no name, no story, no brand to guide landscaping briefs, street naming, entrance statements, or future marketing. That’s what this phase is about.
02 — What We'll Do
The brand foundation
This is the strategic and creative work that everything else gets built on. We approach it in four stages.
1. Messaging & Positioning Workshop
We’ll run a structured workshop using the StoryBrand framework to uncover the narrative for this estate. We’ll work through who the buyer is, what they’re looking for, what problems they’re trying to solve, and how this estate answers that. We’ll also dig into the site’s story — the farming heritage, the retained landscape, the legacy motivation — and figure out what’s worth leveraging and what to leave alone.
From that workshop, we produce a messaging playbook: the brand story, a positioning tagline, key phrases, and copywriting that can be used across future marketing (website, brochure, signage). We also deliver a homepage wireframe and copy, so when the time comes to build the website, the strategic foundation and content structure are ready to go. This becomes the reference point for every piece of communication going forward.
We’ll need Scott and ideally David in the workshop. It typically runs 1–1.5 hours, and we’ll do it in person in Bundaberg — we’re planning a trip up shortly and will cover the travel at no cost for this initial visit.
2. Estate Naming
Using the messaging work as the foundation, we develop naming options for the estate. We research what’s already in market locally and nationally to make sure the name is competitively unique, available as a URL, and doesn’t accidentally echo another project.
We also develop a naming framework for stages and street names so that when council asks, you’ve got a cohesive set of names that tie back to the overarching brand — not Spud Crescent.
We present 3 naming directions, each with a rationale for how it connects to the positioning.
3. Logo & Visual Brand Identity
Once the name is locked in, we design the brand. We start with 3 mood board directions — collections of imagery, colour, typography, and tone that each interpret the messaging differently. This is where we figure out what the estate looks and feels like before committing to a logo.
From the chosen direction, we develop the full brand identity: primary logo, alternate logo, submark, colour palette, typography, brand patterns or elements, and a one-page style guide with reproduction guidelines so anyone working on the project — landscapers, signage fabricators, builders — can stay on brand.
3 concepts presented, 3 rounds of revisions included. Final files delivered in all formats (.eps, .jpg, .png).
4. What You Walk Away With
- A messaging playbook with brand story, tagline, key phrases, foundational copy, and homepage wireframe
- An estate name with stage naming framework and street name direction
- A complete visual brand identity with logo suite, colour, typography, and brand elements
- A one-page style guide for sharing with stakeholders
- The strategic foundation to confidently brief landscaping, entrance statements, signage, and future marketing
03 — Investment
Investment
All prices exclude GST. Payment is 50% on commencement, 50% on completion.
04 — Timeline
Timeline
From kickoff to final brand delivery, allow approximately 10–12 weeks. That accounts for the workshop, our creative development time, and breathing room to review and provide considered feedback at each stage.
| Weeks 1–2   Workshop + messaging development |
| Weeks 3–5   Naming research and presentation |
| Weeks 5–6   Name selection and feedback |
| Weeks 6–9   Mood boards → logo design → brand development |
| Weeks 9–12   Revisions and final delivery |
05 — Where This Leads
Where this leads
- Photography & aerials — local lifestyle photography and helicopter aerial map to position the estate in context
- Project brochure — a premium printed brochure built on the brand
- Lead capture website — a one-page site designed to convert interest into enquiries
- On-site signage — billboard and potential hoarding to build early local awareness
- Email lead nurture — automated email sequences to warm leads over the sales cycle
- Digital advertising — Facebook, Google, and property portal campaigns to generate leads when you go to market
None of this is needed right now, and we won’t quote it until we get there. But it’s worth knowing the brand work we do in this phase is designed to flow directly into all of it, so nothing gets reinvented or wasted.
06 — Why iCreate
Why iCreate
We specialise in off-the-plan property marketing — house and land, townhomes, apartments. It’s all we do, and we’ve been doing it for over 15 years across Australia.
We already have two projects in the Bundaberg region (including Innes Estate, which sold ahead of schedule), so we know the local market dynamics and buyer profile.
Sonia is one of only a few Australian certified StoryBrand guides, which is the framework behind our messaging process.
07 — Next Steps
Next steps
1
Review this proposal — take your time
2
If it makes sense, let us know and we’ll send an invoice to commence
3
We’ll schedule the messaging workshop and get started