Projects
Alira Berwick
Ideally located in the heart of Berwick, Alira is a boutique 850-allotment infill project. In 2014, Moremac appointed IvyStreet to develop and launch the brand, and more recently execute a refresh to ensure the project retained its position as the premier address in Melbourne’s south eastern growth corridor.
Client
Moremac
Industry
Property
OVERVIEW
A village atmosphere, tree-lined boulevards, wetlands and waterways. Alira was a residential community demanding a brand expression not only unique, but also confident in its status.
Contemporary font selections, a monotone brandmark and feature portrait imagery were integral to the creation of an elegant and original aesthetic. Inspired by the fashion industry, the execution broke many of the established rules of property marketing and created a unique position for Alira within a saturated market.
SERVICES
Naming
Identity design
Art direction
Website development
Performance marketing
Content strategy
Sales suite
Environmental graphics
CHALLENGE
A maturing community and the urban transformation of nearby Berwick Village necessitated a mid-life brand refresh built upon existing foundations.
The evolution undertaken was required to reflect the quality of delivery and vibrancy of the now-established community, and reflect a more urban outlook of purchasers. An extensive photo shoot including stills and video were key to communicating the aspirational brand story – a premium village setting amongst contemporary convenience.
OUTCOME
Alira continues to be a leader in the south east corridor, maintaining high lead volume across variable market conditions. Brand equity and performance marketing strategies have delivered a positive return for investment partners via price points which top market benchmarks.
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Clearwater Colac
Brand identity ・ Strategic marketing ・ Content marketing
