Bella is a beautifully designed master-planned community set within the exciting Casey/Cardinia growth corridor in Melbourne's southeast. Delivered by National Pacific Properties, Bella features a nature-inspired waterway and wetlands culminating in an innovative interactive playground, outdoor gym, lookout tower and a kickabout oval.
To engage the target audience, branding and communications was developed as an exploration of “What is beautiful living?”. This was communicated through storytelling and connected physically through all touch points throughout the brand journey, and a highly conversational, fun and approachable brand experience.
Digital campaigns including social media, managed by Vive Group, performed exceptionally well throughout EOI/ROI, launch and post-launch. As a result, the 1st and 2nd releases sold out within 6 weeks of launch despite the uncertainty and restrictions imposed by the COVID-19 pandemic. Successful deliverables included brand strategy/development, logo design, project brochure design, stage flyers, web landing page, project website design/build, eDMs, digital marketing, Google Ads, Facebook Ads, point of sale and signage design.