Pasadena / Villawood Properties.

Addressing a specific market segment of professional Gen Y's, Vive Group launched a brave and vigorous rebranding, repositioning, and marketing campaign for Pasadena. We introduced a sassy, fashion-forward flavour to the brand and a clear, defined messaging for the project, which strongly appealed to the desired target audience. Understanding the mediums which appeal to this audience was paramount.

A 3-minute behind-the-scene video of the photoshoot for the project was created and uploaded on multiple social media channels, a key strategy in reaching this market segment.