Vive Group was approached by Pask Group to re-ignite Paragon's branding and positioning. The project's original positioning, which was inherited, created a level of confusion in the market place with competitor's also positioning themselves as "coastal".
A new strapline was created - 'Let's Play Here' to highlight the project's USP of active lifestyle amenities at Paragon's very doorstep, with Saltwater Recreational Reserve adjoining the development. The coastal aspect of the property became a secondary message, positioned with the logo as "Point Cook Coast".
The Paragon "Gem" story was also utilised to created an energised, eclectic look and feel for the brand, which was received very well by the market, with enquiry levels increasing by 50% after the brand refresh was released to market.
Successful deliverables; brand repositioning, creative strategy, brochure, signage, eDMs, press, DM, stage plans and campaigns.