Edithvale Place is a collection of 38 townhomes powered by the sun, located a 200m sandy foot stroll from Edithvale Beach. It’s a showcase of locally sensitive, coastal architecture. The wide range of homes cater for all the modern configurations of a family. There’s huge backyards or water views from roof top terraces on offer, all with extra space for living, study and play.
Edithvale has been a favourite ‘summer holidays’ destination for Melbournians for over a hundred years. The mere mention of Edithvale in early research interviews brought forth a flood of memories dripping with joy and nostalgia. This was our core inspiration – to recreate this feeling.
We wanted to position Edithvale Place as a place you and your family could live ‘the good life’ – modern Australian homes inspired by beach culture.
The brand’s job was to go beyond the generic headlines of ‘redefining luxury’ and present an authentic representation of the project.
We needed to catch the eye, win the heart, and convince the head.
How? Through attention grabbing language, colour and iconography. By tugging on the heart strings with a large dose of nostalgia, and by communicating key benefits to buyers in an honest and straightforward manner that they could connect with.
A suite of bold, bright illustrations of Aussie beach icons like the Sunny-boy, the push lawnmower and the seagull that got your chip, are coupled with oversized retro typography. The colour palette draws on those of surf brands in the 80’s and 90’s.
Imagery of favourite local spots like the Surf Lifesaving Club and the Edithvale General Store is iconic and evocative. A shot of a striped beach towel thrown in the air for instance became a playful, attention-grabbing image used across marketing.
Copy is cheeky and laid-back, transporting the audience into the finished project, evoking all of the senses with descriptive situational stories.
End of story
“One of the things that truly sets the Edithvale Place marketing campaign apart is its ability to tap into the deeply nostalgic memories that many people have of growing up. The campaign masterfully captures the feeling of summer holidays spent at the beach, playing backyard cricket with friends, and the simple pleasure of feeling sand on your feet and having to wash it off at the end of the day. By evoking these childhood memories, the campaign creates a sense of warmth and familiarity that is both comforting and inspiring. It reminds potential buyers of the joys of simple living, and the importance of a sense of community and belonging. These values are at the heart of the Edithvale Place project, and the campaign does an exceptional job of communicating them in a way that is both emotional and persuasive. Overall, the Edithvale Place campaign is a masterclass in effective marketing. It seamlessly combines branding, video, and illustration to create a cohesive and engaging message that speaks directly to the desires and aspirations of its target audience. It has already delivered a significant number of quality leads, and I have no doubt that it will continue to do so in the future. It is a truly exceptional campaign.”
Leonard Teplin, Marshall White Projects
“We are so excited by our Edithvale Place project branding! Our environmentally thoughtful townhomes in Edithvale are in such a compelling location and the Wild Lab team have captured it perfectly with the nostalgic, playful branding evoking thoughts of time at the beach with friends and family. The leads that have been generated online, as well as foot traffic to inspections, and importantly the contracts signed, are truly outstanding. And it has all been achieved in some of the toughest selling times in recent memory. A big thankyou to the Wild Lab team for bringing our project to life with such a brilliant branding & marketing campaign!”
Jonathon Green, Metro
“Edithvale Place is a carefully crafted townhouse development with an experienced team including Metro, ClarkeHopkinsClarke, Sustainability, Landscape, Agent and the team at Wild Lab. At an early stage, Wild Lab facilitated a vision workshop at CHC’s office with a number of the projects’ key stakeholders. Milli and Chris energetically guided the team through the process, providing research and background analysis of the location and local market, asking the probing questions and keeping the team on track to ensure all project opportunities were investigated. This provided a framework for all parties to seek the best outcome for the project, and ensured a unified team direction. This initial involvement by Wild Lab enabled the final project branding and marketing to embody these initial ideas and demonstrate the depth and complexity of the project.”
Toby Lauchlan, ClarkeHopkinsClarke
