The Quarter Springvale — Brand and Placemaking Campaign
The Quarter, the second significant project by Modus Unique Developments, offered an architecturally designed, masterplanned townhouse community, of a quality not yet seen in Springvale. Plan B was engaged to develop a project name, campaign brand and positioning that would not only help elevate this emerging suburb by creating a sense of place, but also present the development as one that would add to the community.
The Quarter presented a solid naming option with dual meanings, it symbolised the symmetrical shape, while referencing the vibrant, multicultural community of Springvale itself. The name had a premium, established feel that would resonate well with overseas buyers, whilst also evoking a village feel that would appeal to locals and those looking to purchase in an up and coming, gentrifying area.
The brand identity for The Quarter needed to balance both classic and contemporary elements. The icon, a play between the letter -Q- from the Quarter and the physicality of the quarter ratio, where the tail of the letter breaks through the sphere to create an actual quarter shape.
Our positioning further reinforcing the established amenity and community, whilst creating a sense of anticipation and opportunity, a suburb on the rise. An area that draws you in like an old friend. An eclectic mix of sights, sounds and flavours evokes memories of family. You’ve found your way home. Welcome to The Quarter -- A New Springvale.
Plan B then developed a creative campaign that was applied to advertising for both press and online, a campaign website with dedicated video including drone footage of the site, and dedicated on-site display suite accentuated by large scale, outdoor signage punctuated with campaign specific lifestyle photography.
The user journey within the display included a full scale kitchen fit-out and bathroom joinery, and multiple informal break out zones for buyers to consider their purchase, whilst flicking through premium finished project specific brochures, oversized floorplan folders. Large scale architectural renders demonstrating the exterior and interior design of the townhouses were also commissioned, with art direction and management conducted by Plan B in conjunction with Jam 3D.
The Quarter sold out in record time, and was proud to receive the Sustainable Development Award for exceeding best practice sustainable design benchmarks in residential development across energy efficiency, water efficiency, stormwater management and indoor environmental quality.
Late September, 2016