Marking a new era of sustainable living in Cranbourne West.
Resolution Property Group
Disciplines
+ Strategy
+ Creative
+ Digital
+ Branded Environments
+ Print
Disciplines
+ Strategy
+ Creative
+ Digital
+ Branded Environments
+ Print
Opportunity:
Meet Harli – a master-planned community doing sustainability differently. Backed by a developer with a genuine desire to make community living gentler on the environment, this was a project raising the bar from day one.
With the vision to take what’s typical and transform it into what’s possible, bringing Resolution Property Group’s newest project to life presented a thrilling new challenge for Cassette. After all, a bar-raising community needs a bar-raising brand.
Strategy:
Few things are more trusted, relatable and influential than a friend. So, we did what no other Victorian master-planned community has done before, and humanised it.
We gave the Cranbourne West community a personality that reflected everything that made it special. From its welcoming and energetic tone of voice to its innovative and future-focused vision – Harli is the very embodiment of balance, in every way.
From the concept of ‘Harmonious Living’, a state of balance was found, and Harli was born.
With the tagline similarly echoing the concept of harmony – “your tomorrow, here today” – Harli’s persona took shape, translating to beautifully balanced two-part headlines, harmonious colours, and playful collection of geometric graphics. It was even reflected in typography selection, where the jaunty secondary font is a ‘ying’ to the authoritative primary font’s ‘yang’.
The result is a brand worthy of a community setting a sustainable new benchmark. More importantly, it’s one with cut-through, communicating its appeal and benefits with fresh impact and meaning.
Success:
When it comes to the success of Harli, the results say it all. After receiving an unprecedented 900 leads prior to launch, 80% of the first release sold out in its opening weekend, outperforming all other estates in Victoria during that period.
As a result, the developer fast-tracked the timing of its next stage release. To top things off, Harli then made headlines in the Australian Financial Review, securing its own project write-up.
“Cassette is a valued and trusted key member of the Harli project team. They bring experience, market knowledge and strategic thinking to the table and combine creativity with key messaging and insights to project marketing strategies”.
– Resolution Property Group