Woodlea / Mirvac

New insights bring new success for Victoria’s benchmark masterplanned community.

  • Place Branding
  • Property Marketing

Woodlea has achieved phenomenal success since launching in 2015 but, with a 5,000+ community now in place, it was time to evolve the original brand’s look and feel. Hoyne created new brand pillars, cleverly weaving together the original guiding principles with experiences and insights accumulated by Woodlea’s team and community. The ‘True West’ campaign steered away from stereotypical house and land cliches to celebrate the diverse ages and ethnicities now the bedrock of modern Australia. Applied to all marketing touchpoints, the campaign was a huge success, driving strong sales and drawing 7,000 people to a display village launch event.