Highgrove is a boutique residential estate located just 20 minutes south of the Perth CBD.
Situated within the established suburb of Canning Vale, this small in-fill project presented a rare opportunity to build a new home surrounded by nature and with established amenities conveniently close.
Brand Creation
Brand Strategy
Brand Naming
Brand Identity
Brand Communications
Website
Advertising & Marketing
Content Creation
Search Engine Optimisation
Signage
Branded Environment
Set adjacent to a picturesque natural reserve, enjoying elevated views across wetlands to the Darling Scarp beyond – this ideally located development project offered just 13 premium homesites. Detailed research, review of competing estates and close stakeholder consultation allowed Axiom to clearly define and identify our primary target market as up-graders in two categories; those local to the area and looking to upgrade their lifestyle and alternatively those seeking to build their next home closer to improved amenities and the CBD.
The insights gathered during this Discovery phase allowed us to uniquely position the estate in the market, appealing to our target audience, prompting engagement and action.
The developers thoughtful design responds to the site which respectfully retained established trees around the estate as well embraced the wetlands it overlooks. Axiom developed the name Highgrove to reflect this premium positioning whilst reinforcing its exclusive offering. Highgrove offers a superbly beautiful environment, quality homes, native landscaping and stunning vistas – reinforcing the brand vision of a simply uplifting experience culminating in the brand positioning and strapline – Elevate your lifestyle.
We then defined the Highgrove brand’s look and feel – premium, private, tranquil and uplifting. Rich, deep greens, lush foliage and emotive imagery paired with a bright, contemporary logotype and graphics work in harmony to create an exclusive, yet welcoming brand proposition evoking the estates unique location.
The launch campaign commenced with a site billboard, a website and a realestate.com.au project profile. Followed by digital advertising and social media campaign focused on building brand awareness and a sense of urgency around the limited opportunity.
The social media advertising together with other marketing collateral directed inquiries to the website where prospective buyers could register their interest on a Priority List. The social media campaign and regular email updates of the estate’s progress created a great deal of interest resulting in over 100 registrations in what was a stagnant property market.
The estate sold out within 15 months of launch in a difficult market.
