Gardner Vaughan Group (GVG) is a property developer known for quality apartment complexes in Brisbane’s inner-ring suburbs. GVG’s corporate philosophy – we care how you live – is not a lightly used advertising line. Their developments are designed to this philosophy.
GVG asked us to develop a brand for a new apartment complex they planned to build within a Stockland masterplanned community near Caloundra on the Sunshine Coast.
The apartment complex is located within the community’s Bokarina Beach precinct. The new beachfront precinct comprises of a curated mixture of surf clubs, open space, parklands, boardwalks and other beach lifestyle amenities. The entrance to the beach and dunes is less than 300 meters from the building foyer.
Boutique retail and upscale food and beverage tenancies were to be built downstairs from the apartments. This mix had been described by the team as “new beachfront living”.
Our audience were downsizers, many from interstate.
Facing north up the coast, set back from absolute beachfront, this complex offers a high-quality beachfront lifestyle
Creatively, our strategy was to highlight the new beachfront living product insight. Our naming process arrived at a shortlist clear of Trademark and URL conflicts.
The graphic treatment for ZINC was a clear favourite as it had strong sentimental appeal to the specific age group for this audience. The name and look were cool and fresh.
The graphic look and feel for the hoarding proved a real hit with some of the locals – who cut out and stole large images from the digital prints.
The apartments were a hit too, with the complex 50% sold six months before
construction commenced and 100% sold two months before scheduled construction commencement.