The Moreton / Mirvac
The leafy green backstreets of Bondi
CHALLENGE
A key challenge for The Moreton was location. While the development is in Bondi, it’s not as most people know it. Unlike a number of competing developments in the area, it’s not right on the beach, so the location benefits needed to be very clear.
APPROACH
As a result, branding of The Moreton, Bondi, took the unconventional route of focusing on its lush green landscape rather than the postcard image of surf and sand. A visually rich identity, inspired by ‘botanist diary’ illustrations, was created which complemented the positioning statement, ‘Living Oasis’. The focus on the lush surroundings and heritage of the site was matched by communication of the lifestyle benefits that residents could anticipate – as well as the sophistication of the premium address and product.
RESULTS
All but four of the 190 apartments and terraces sold on the launch weekend.
