Problem

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.

Thinking

Strategy & 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.

Result

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.

‘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 not just showcase the features of Calli but to evoke a genuine feeling of belonging and tranquility, making it more than just a place to live but a sensory-rich haven in the foothills of Upper Coomera.

Brochure

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.

Stage plans

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

View Website

Illustrations

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.