Agency & Client
Photography Art Direction
Video Art Direction
Brand Name & Tagline
Display Suite Design
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Caddens Hill Masterplan Community is a residential community in the heart of the growth corridor of Penrith. The project which features a hilltop park offering stunning views of the blue mountains is a master planned community with 600 new homes.
The approach I took to creating the brand was to show character and the idea of making a connection. The logo is made up of a spectrum, signifying growth, life and change. Using a bold bright colour palette that feels fresh, vibrant and distinctive. With an overarching positioning line of ‘connect with life’.
Connecting on an emotional level, showing life growing and connecting to family, friends and the exceptional accessibility the Caddens Hill Masterplan Community offers.
With the project staging its releases over several years, it was important for the creative to remain fresh and aspirational, the rollout included project video, hero brochure, stage releases, print and digital advertising, hoarding and signage, website, and sales centre.
A fully customised bespoke pod was transformed into the sales centre which included the energetic and upbeat project video, engaging lifestyle imagery, masterplan, home & land package flyers and unique 3D acrylic art, bringing the Connect messaging to life.
“The vibrancy and relevance of this brand to the target consumer was a significant component of the project’s overall success.
Caddens Hill received the UDIA NSW Highly Commended Award for Marketing in 2018”.
With the development nearing completion, I photographed the brand new completed recreational facilities, which were used online and for eDM newsletters informing of the opening dates and formed part of the projects hero pool images for Legacy Property.