Renewing the appeal of a landmark Sydney development.

Boston Marketing, Sekisui House, PAYCE

Opportunity:

When international builder and developer, Sekisui House, joined forces with celebrated Australian property company, PAYCE, to deliver a major urban renewel project at Melrose Park in the heart of Sydney, we were thrilled to be invited to work alongside them.

Melrose Park North represents a sub-brand under the Melrose Park masterplanned development, one we were invited to bring to life with a renewed sense of energy and appeal. A key part of this branding journey was creating a destination display suite that made a statement and prompted conversation.

+ Strategy
+ Creative
+ Digital
+ Social Media Content
+ Branded Environments
+ Print

Strategy:

Our aim with the repositioning of Melrose Park North was to establish a strong brand identity and strategy that would get people talking about the destination again. Core to this strategy was giving visitors the most impressive and informative experience possible when they visited the display suite.

Our approach to revitalising the display suite included a cleverly designed five-step sales journey, optimised to convert.

1. Signal: Make a huge impression with impactful signage.
2. Engage: Create a welcoming and immersive arrival experience.
3. Educate: Inform visitors with engaging mixed-media installations.
4. Inspire: Demonstrate the vibrant lifestyle and apartment living.
5. Convert: Cleverly reinforce a sense of urgency with a beautiful gift.