Yallarah is a 2,000+ lot masterplanned community, the first development of its scale in Echuca and the largest in regional Victoria. A contemporary residential offering appealing to locals and families drawn to the outdoor lifestyle of the Murray region.
IvyStreet was briefed to create a brand and campaign strategy to establish Yallarah as the market leader in an immature local market and provide the foundation for an estimated decade-long development process.
Combining two messaging streams for a local and tree changer audience the “Pride of Place” tagline presented Yallarah as an opportunity to experience a rich life: Pride in the heritage of an established community and the pride of residents in their new home, catering to a contemporary lifestyle. Internal USPs including product choice, shared amenity and environmental conservation are amplified by overlaying a destinational vision of Echuca and the Murray region.
Naming identity design
The successful completion of a 10-year project such as Yallarah requires depth of thinking and diversity in execution.
Beyond the project name which was created to be familiar to a local ear, the brandmark was inspired by the site’s wool farming heritage. A secondary ‘Y’ icon representing the three rivers meeting at Echuca is a brand asset bridging the three precincts of the masterplan. The Arcadian, Tributary and Eventide precincts incorporate their own colour and imagery themes to allow marketing collateral to evolve and reflect increasing value across the extended sales period.