The Point Point Lonsdale

Over a decade, the Moremac Property Group has transformed a boutique community in the coastal haven of Point Lonsdale into The Point, an award-winning residential project with matching environmental credentials.

IvyStreet was tasked with repositioning the brand to reflect the quality of delivery and its place as the premier community on the Bellarine Peninsula. A comprehensive research and strategy program identified opportunities to reach beyond local families by creating an emotional connection with a new audience. Not limited to a statistical demographic the marketing campaign targeted ‘serenity seekers’, challenging local perceptions and intriguing an extended metro audience.

Brand Strategy

Naming

Identity Design

Art Direction

Website Development

Performance Marketing

Content Strategy  

Sales Suite

Environmental Graphics   

To achieve the goals of the marketing strategy, the new brand and all touch points were elevated to reflect the level of quality and surroundings not found in any other location.

The integrated marketing campaign combined performance and content marketing, leveraging the flexibility of digital channels to both celebrate the growing community on the ground and position Point Lonsdale prominently for a new audience. Aspirational still and video imagery played a pivotal role in executing the marketing campaigns.

Marking the project’s concluding phase, “Life’s Symphony” served as the conceptual vehicle to express the campaign’s key messaging pillars, lifestyle, sustainability, and community across both print and digital collateral.