Botanica Diamond Creek — Brand and Placemaking Campaign
Following the success of the Quarter, Springvale, Modus engaged Plan B Marketing to develop a brand identity and placemaking campaign for a small footprint, 22 site residential land project in leafy Diamond Creek, some 23 kilometres from the Melbourne CBD.
After a lengthy name exploration process the name Botanica was chosen due to its association with nature, and the idea of a thriving native landscape. We also wanted to emphasise the small footprint of the project as its unique selling point, as opposed to other larger, multi-site land sales projects in the area that were lacking sophistication in their campaign approach.
Our objective with the brand identity was to create a mark that took cues from the native bush surrounds, something succinct and considered that was aspirational and had broad appeal to a mix of buyer demographics who want to be assured they were buying somewhere special, somewhere to settle in, and make memories.
For the initial soft launch of the campaign, we developed a project brochure, lot signage, on site signage, digital advertising and lead capture microsite -- though early strong sales performance minimised the requirement for the extended suite of collateral and campaign video.