Calli Upper Coomera

Company:

Oliver Hume, HB Land

Location:

Upper Coomera

Services:

Naming, Logo and Branding, Copywriting, Sales Collateral, Project Brochure, Property Marketing Strategy, Website, Video

We created the full brand identity, positioning and marketing rollout for Calli Upper Coomera, a sensory-led campaign designed to bring this off-the-plan community to life.

Challenge

HB Land is a developer specialising in land design and community building across the east coast of Australia. After working with them on another one of their projects, Adora Parkinson, HB came to us to help with their new development in the foothills of Upper Coomera on the Gold Coast.

It can be hard to find a block of land that suits the home you want to build in the perfect location. We had to show that Calli was the answer to this problem.

Strategy and Approach

After visiting the site, we were overwhelmed by the beauty of the surrounding area. Feeling inspired, we decided to use the 5 senses in our marketing strategy to paint a vivid picture of what everyday life in Calli would be like.

To appeal to our target audience, we had to show the benefits of living in a serene location whilst being close to both essential amenities and the coast. We also wanted to position the development as premium — a vibrant community with a hint of luxury.

Final Experience

In our marketing strategy for Calli, we aimed to not only showcase the physical attributes of the land but also evoke a sensory experience that would resonate with potential buyers. The lush landscapes and proximity to essential amenities were woven into the community’s narrative, creating a vision of a lifestyle that harmonises tranquility with convenience. By embracing the five senses, we immersed our target audience in the essence of Calli and invited them to become a part of the community.

Elegance and Nature in Harmony

‘Calli’, as a shortened form of Callistemon, carries a rich symbolism and connection to Upper Coomera. It’s tied directly to the land through its reference to a native plant species — the beloved Aussie favourite, the bottlebrush — embodying the community’s core values of natural beauty, sensory engagement and luxury. The name’s elegance and its connection to the community’s landscape plan made it a compelling choice that resonates deeply with potential residents.

The senses

By appealing to the 5 senses, we aimed to showcase the features of Calli whilst evoking a genuine feeling of belonging and tranquility, making it more than just a place to live but a sensory-rich haven.

A journey through the senses

Using local photography, we crafted a brochure to captivate prospective buyers with Calli’s charm whilst taking them on a journey of the five senses.

Capturing Calli’s connection to local life

We also had some photography taken for the project to help connect it to all of the local amenities and attractions that are close by.

Honouring the landscape

Continuing the theme of local flora from Calli, we used the names of flowers in the community’s landscape plan for each release.

To go with our stage plan names, we asked artist, Kylie Harber, to illustrate the flora which we used throughout the brochure and on stage plan flyers.

A first glimpse of Calli’s elevated living

With a preview to the land and it’s views the billboard introduces the land lots as you enter Calli.

Showcasing Calli in living colour

Working closely with Oliver Hume Real Estate and Diva Works, we brought the vision of this vibrant new community to life, ensuring the brand we crafted was perfectly captured in the sales display.

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