Argyle New Farm - iCreate Agency

Company:

Tom Dooley Developments

Location:

New Farm, Brisbane

Services:

Naming, Logo and Branding, Copywriting, Sales Collateral, Email Marketing, Media, Sales App, Project Brochure, Property Marketing Strategy

Argyle New Farm is a luxurious collection of riverfront homes by Tom Dooley Developments. Known for their award-winning work, the team has built a legacy in New Farm, creating high-quality projects in prime locations that offer exceptional lifestyles.

Challenge

Launched in the midst of the 2020 pandemic – a highly competitive time in the luxury property market – Argyle was set to compete against several other off-the-plan developments already on sale.

With price points ranging from $4.25M to over $12M, the challenge was clear: engage the ultra-high-end buyer and communicate the premium nature of the residences in a way that truly reflected their exceptional value and quality.

Strategy and Approach

Backed by deep expertise in the prestige market, iCreate aligned Argyle’s brand with the expectations and aspirations of discerning luxury buyers.

Strategically, the brand messaging focused on craftsmanship, exclusivity, innovation, sophistication, heritage and lifestyle relevance – positioning Argyle as both timeless and aspirational.

Creatively, the identity began with an elegant wordmark using a carefully refined serif font – classic yet modern. A moody, earthy colour palette, paired with marble-inspired finishes, was used across all touchpoints to reflect the refined materiality of the residences.

To build early momentum, a teaser campaign launched in November 2019, followed by a heavily digital rollout. With traditional media channels underperforming during lockdowns, the strategy shifted entirely to digital to ensure strong, measurable engagement from the outset.

Final Experience

All but one residence was sold within 12 months – a remarkable outcome given Argyle’s price point and the economic uncertainty of the time.

“Overarchingly, our experience with iCreate is one where we’re made to feel like we’re their most important client… TDD has no hesitation in encouraging others to look to iCreate for their next project solution.”

– Emily Dooley, Tom Dooley Developments

"What has to set iCreate apart is their responsiveness… they always deliver"

EMILY DOOLEY - TOM DOOLEY DEVELOPMENTS

Innovative brochure production

New and innovative Concertina Binding was employed to allow beautiful imagery of uninterrupted river views and vast apartment spaces to shine, without impediment from the gutter in the spine. Each spread could lay truly flat and each image could be appreciated like a work of art, allowing prospects to fully appreciate the luxury of Argyle New farm. Wrapped in black leather and featuring an embellished logo in black foil, the end result was subtle yet striking.

THE SALES APP

Taking buyers on a compelling sales journey

In addition to the website, a sales display app is an engaging tool used to accompany high end customers through a compelling, personalised sales experience within the sales display. Featuring each apartment by floor plate, prospective buyers could navigate through the app to discover the full range of residence options in detail. A comprehensive gallery showcased the suite of product renders and lifestyle photography. A developer section featured past Tom Dooley Developments projects, adding credibility and building trust in the team’s delivery.

"iCreate has evolved to become our one-stop-shop, providing everything from website and app creation, brochure design, lead generation and media bookings"

EMILY DOOLEY - TOM DOOLEY DEVELOPMENTS

Email marketing converts prospects from consideration to purchase phase

A series of emails were created and automatically sent to any new prospects at regular intervals, triggered by a conversion on the landing page. Each email communicated the unique selling points of Arglye New Farm. This moves prospects down the sales funnel, through the consideration and evaluation phase, and onto a purchase.

"TDD has no hesitation encouraging others to look to iCreate for their next project solution"

EMILY DOOLEY - TOM DOOLEY DEVELOPMENTS

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23 Barrack Rd
Cannon Hill QLD 4170
07 3157 1108

iCreate acknowledges the Yuggera, Turrbal, and Quandamooka peoples as the Traditional Custodians of the lands on which we live and work in Cannon Hill, Queensland. We pay respect to Elders past, present, and emerging.

Celebrating 15 years of iCreate Agency

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† For marketing and lead gen of a property development, to achieve results, we recommend marketing and advertising budgets between 1–2% of your development's Gross Realisation (GR)

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