Creating brand ballast

Offering resort-style living for the over 50s,

The Anchorage in Hervey Bay, Queensland wanted to reposition itself to better resonate with a market looking for beachside, tranquil living. We set out to find their brand anchor. Starting with a review of the current branding and marketing tools, we refined the brand’s visual identity, designed fresh collateral and launched a new website to hook the audience into its lifestyle living. For the branding we focused on key drawcards of the Hervey Bay area – the ocean, whales and fishing boats - bringing hand drawn imagery and a subtle wave pattern, meeting the audience’s idea of a serene lifestyle. Luxurious blue, gold and grey colours were carefully selected to reflect the coastal location and represent the premium quality of the brand.

Who for

The Anchorage

Industry sector

Property and construction

What we did

Website development

Graphic design

Brand strategy and identity

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Buying a new house is a highly considered purchase, so it was clear a suite of marketing collateral was required to nurture customers through the process.

We designed business cards, a lifestyle and detailed house brochures and a master lot plan, all fitting neatly into a handy folder, lifting the overall level of professionalism and helping people truly understand what it means to live at The Anchorage.

To take the new brand online, we designed and built a custom website. Throughout the design process, we ensured the site appealed to the target audience and effectively communicated the product and benefits of the resort by including a blog section, thorough house listings and dedicated lifestyle living page. The new site is information rich, visually appealing and simple to navigate.

The outcome

The Anchorage brand is now complete with an improved identity that truly reflects the product benefit, living the lifestyle dream. A successful launch to the market saw an uplift in enquiries within the first few weeks.