Projects

Barham Lakes

Set among nearly ten hectares of lakes and moments from the Murray River, Barham Lakes redefines retirement living for people over 55. It offers an active, social and affordable lakeside lifestyle shaped by connection, community and place. IvyStreet was engaged to create the brand and launch an Expression of Interest campaign to generate the demand required for the project to proceed.

Client

Villawood Properties

Industry

Property

Overview

Delivered in partnership with cluBarham and Villawood Properties, Barham Lakes brings together a trusted local social hub with leading property expertise.

Creating the Barham Lakes brand from the ground up, IvyStreet launched the project through an Expression of Interest campaign designed to build confidence and establish market demand. A tailored process spanning strategy, brand creation and execution ensured project objectives were met while remaining informed by the people who know the site and community best.

A boots on the ground approach was central to the process. Time spent in Barham allowed IvyStreet to understand the town’s character, the role of cluBarham as a social hub, and the history of the site, insights that directly shaped the brand concept.

Inspired by the movement of water, light and landscape, and the freedom residents have to shape their own pace of life, the positioning line “Find your rhythm” invites future residents to imagine a lifestyle defined by choice, connection and the calm of lakeside living. A distinctive tone of voice and flexible brand system completed the identity. Drawing on local heritage signage, the custom wordmark and monogram blend legacy with modernity, while a nature driven visual language reflects the surrounding landscape. Together, these elements ensure the brand extends seamlessly across digital, signage and marketing collateral with an authentic and enduring personality.

Services

Brand Strategy

Identity Design

Copy writing

Art Direction

Website Design and Development

EOI Campaign

TVC

Performance Marketing

Challenge

The challenge was to create a brand that resonated equally with future residents and the existing Barham community. It needed to be embraced as a source of pride for the town, rather than perceived as an external or disconnected development.

The project was required to sit at the top of the local over 55s market without pretence, balancing contemporary appeal with genuine ties to local heritage while clearly highlighting the lakeside setting and theactive, connected lifestyle of Barham and the Murray region.

Crucially, the Expression of Interest campaign needed to generate enough trust and demand to secure commitments at a very early stage of planning and approvals. This presented a particular challenge in a regional market where confidence is often driven by visible progress on site.

OUTCOME

Barham Lakes launched successfully as an Expression of Interest campaign, achieving the required level of enquiries and deposits to progress into the development approval phase.

Both cluBarham and Villawood responded positively to IvyStreet’s collaborative and considered approach, from strategic foundations through to creative execution. By taking the time to understand the Barham community and its lifestyle appeal, the resulting brand feels authentic, confident and deeply connected to place. Barham Lakes is now positioned as a premium lakeside lifestyle destination where heritage, nature and modern living come together, inviting future residents to truly find their rhythm.