ARMSTRONG is a master planned community that will consist of approximately 2,000 residential lots in the Armstrong Creek Growth Corridor in Geelong.
With competitors that were well advanced and further established in the market, our client expressed nerves about launching this development in the depressed property market of November 2012.
Vive Group developed a powerful and creative brand strategy for the municipal Armstrong Creek. We simplified the name to just ARMSTRONG and positioned the name as an opportunity to own the local area’s identity.
Targeting our audience’s desire to create better homes and lifestyles, Vive developed an editorial concept for ARMSTRONG. This approach positioned ARMSTRONG in the same space as magazines such as Country Style and House & Garden. These magazines inspire and spark imagination, admiration and ambition.
The strapline ‘Remarkable by Nature’ became the words on everyone’s lips for the project. ARMSTRONG is known as being simply remarkable in all aspects.
ARMSTRONG was officially launched in November 2012 and attracted a 4 day camp-out on site by purchasers who wanted to secure a piece of ‘Remarkable’ ARMSTRONG.
Successful deliverables: Brandmark, creative strategy, photography art direction, styling, signage, sales centre exterior and interior design of POS, responsive website, direct mail, eDMs, press advertising/campaigns and brochures.