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Bluegum Rise

Intro

Bluegum Rise is a boutique, sustainable community in Logan Village offering the perfect blend of modern living and a natural lifestyle. Limited to 26 homesites ranging from 500m2 to 761m2, Bluegum Rise offers customers the chance to design and build a dream home just right for them.

Company

Oliver Hume

Location

Storey Rd, Logan Village

Services

Naming, Logo and Branding, Copywriting, Sales Collateral, Email Marketing, Media, Lead Generation, Project Brochure, Property Marketing Strategy, Website, Interactive Masterplan

Problem

Challenge

Bluegum Rise is a beautiful development in Logan Village. The area is filled with large masterplanned competitor projects, so we needed to position the land as premium and clearly point out the unique benefits of this location and of belonging to a boutique community, yet still benefit from the existing amenity of Logan Village a short walk away.

For our audience, finding a good sized block of land that suits the home they want to build and has enough space for a backyard can be stressful.

Thinking

Strategy & Approach

We wanted to respect the idea of a family home and bring it to life so that the family who bought and developed the site could proudly leave a legacy,  and so more people could share in the quaint, growing suburb of Logan Village.

If our audience was upsizing or downsizing, they would have experienced the cookie-cutter route before. We wanted Bluegum Rise to feel aspirational and appeal to the audience’s core desire to create something of enduring value and avoid their fear of a mediocre vision.

We knew we wanted to create a memorable hero element for the brand, but didn’t want to use cliché “natural” imagery and happy stock photos as they were overused by competitors. By showcasing the impact of preserving native landscapes, including endangered species, through visuals, we were able to bring our brand idea to life.

Result

Final Experience

Our goal for Bluegum Rise was achieved through strategic positioning in a competitive market filled with masterplanned projects. We targeted families seeking spacious home lots near Logan Village, offering relief from the stress of finding the perfect fit. We also assisted in the art direction of the 3D render illustration to help communicate the streetscape vision of the project.

Delicately crafted black and white botanical illustrations breathe life into the development, showcasing its rustic beauty with graceful lines. These illustrations were then animated for the header you see above.

Our natural moodboard palette was inspired by the earthy tones of stability and the elegant styling that takes us one step closer to finding our forever home.

With its sleek blend of modernity and classic curves, our moodboard uses a logo typeface that exudes luxury. Its graceful curves perfectly capture the essence of an elevated yet natural lifestyle — beautifully combining timelessness with contemporary chic.

Our moodboard carries with it a weightlessness and elevated status synonymous with having achieved the great Australian dream.

 

The Perfect Balance

When writing the tagline, it was important to remember that Bluegum Rise is for those that want a village feel in a natural setting, yet still be close to existing amenities that celebrate a great lifestyle. With this in mind, we came up with the tagline The Perfect Balance to celebrate the balance between the peace and convenience this community offers.

Brochure

A brochure designed to entice potential buyers with the allure of Bluegum Rise, a charming residential haven nestled in the heart of Logan Village. Illustrated with the enchanting beauty of Australian fauna, the brochure seamlessly blends natural elegance with modern living aspirations.

Individual Lot Tiles

We also created some individual lot tiles for each of the stages to effectively show the dimensions and placement of each lot so the information can be easily digestible and aesthetically pleasing.

Local Pick-up Photography

Photos and drone shots were taken to help show the amenity and local attractions around the location. Complementing the stunning local photography of its surroundings, this town is beautifully presented with a respectful nod to its past. The vibrant earthy tones shows an appreciation for history’s influence on the present day character.