Riverfield
Creating buyer optimism
The brand work for this master planned community encouraged buyers to ‘Live Wide Open’ with bright, optimistic imagery that shone brilliantly above the visual noise of residential developments peppering Melbourne’s south-eastern growth corridor.
Location
Clyde, VIC
Client
Brown Property Group
Scope
2,000 homesites
The good idea
Turn a potential negative into a positive. This greenfield development was surrounded by large areas of cleared land earmarked for sports fields and reserves. Understanding that some buyers visiting the site would find it difficult to imagine a thriving community, we presented the space as a benefit with the positioning ‘Live Wide Open’.
The great work
The positioning was flexible, able to adapt as the community grew and construction commenced. Riverfield was so successful the developer purchased additional land, increasing the initial project scope from 500 allotments to over 2,000.
Sales momentum can build immediately with the right strategic plan.