Pasadena is situated in Clyde – a vibrant and ever-expanding south-eastern growth corridor of Melbourne. Some time after Pasadena’s launch, its enquiries began to be badly affected by an influx of new competition that offered more on-site residential amenities.
Vive Group was charged with reinvigorating Pasadena. We redefined a niche market segment and launched a brave marketing campaign to reposition Pasadena.
The new rebrand introduced a sassy, fashion-forward flavour to the brand and a clear, defined messaging for the project. This appealed strongly to our target audience, cut-through the crowded market and successfully raised the project’s profile.
Vive Group created a fresh, inner city, urban Sales Office concept for the outer suburban project. We project-managed the interior design and worked in collaboration with the client, builder, print, signage, wallpaper suppliers, and furniture manufacturers.
The Sales Office was one of the key touch-points for potential Gen ‘Y’ buyers, so it was critical for the space to be experiential and engaging in order to maximise interest, enquiries and sales.
Enquiries increased by over 400% and the Pasadena Sales Office was short-listed as a finalist in the 2012 Melbourne Design Awards.
Successful deliverables for the project include: brandmark redevelopment and repositioning, creative strategy, photography art direction and styling, signage, interior design and sales suite point of sale, website, press advertising/campaigns and marketing brochures.