We were engaged to produce a brand identity for Deicorp’s biggest development yet: a 900-apartment precinct in Westmead. This Western Sydney suburb, located far from the Sydney CBD, is associated with hospitals rather than residential. Our branding needed to overcome this preconception and reposition Westmead as a desirable place to live, especially for the young people who work and study there.
Knowing our target demographic would not respond to traditional design-led marketing materials, we strategised a fast-paced creative campaign that potential owner-occupiers while travelling to and from work and on the weekends. We positioned Westmead as Sydney’s newest metropolis, taking cues from New York City – in particular the High Line linear park and NYC’s iconic subway maps – to inject the brand with colour and confidence, and create a bold, contemporary aesthetic that was easily translated across all collateral.
