Springtree

Company:

Springtree

Location:

Cobram, VIC | Yarrawonga, VIC

Services:

Strategy, Branding, Copywriting, Project Brochure, Sales Collateral, Signage, Photography

Springtree, a collection of over-55s retirement communities, engaged us to evolve their corporate brand beyond a single identity into a scalable ecosystem that could grow with every new community

Challenge

Springtree needed a brand strategy that could evolve with them. As their portfolio of lifestyle resorts expanded, they faced the challenge of maintaining a cohesive corporate identity while giving each new community its own sense of place. They also needed strategic marketing support to build awareness and consistency.

Strategy and Approach

Firmly anchored in a branded-house model, we developed a masterbrand-led system that provides consistency and credibility across the board. We created a flexible sub-brand framework so each community could express its own distinct personality while remaining connected to the masterbrand.

We introduced a messaging device, ‘Find your…’, enabling each location to speak directly to its audience’s aspirations. For Springtree Yarrawonga we used ‘Find your new rhythm of living’ to reflect its lively, energised character. For Springtree Cobram, we chose ‘Find the simple joy of living’, embodying a more relaxed, tranquil lifestyle. This device now sets the narrative platform for future communities.

Final Experience

We brought the Springtree brands to life through a suite of marketing collateral, press advertising and on-the-ground assets that captured the spirit of each community. Every touchpoint reinforced the brand’s clarity and sophistication while amplifying awareness for each lifestyle resort. Our creative ensured Springtree’s message was both distinctive and consistent, building recognition, trust and connection with its audience.