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A star-studded integrated campaign that gives sleepy Western Sydney a New York attitude.

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.


Facebook and SEM impressions


Leads in two months


Click-throughs in two months

Our identity centred on the modular positioning line ‘Never Stop’.

This positive statement spoke to Westmead’s growth, innovation and melting pot of activity – as well as the hard-working mentality of our blue-collar, Western Suburbs target audience.

Ryan Serhant, celebrated real estate broker and star of hit reality TV series Million Dollar Listing New York, was the official brand ambassador for Highline Westmead.

Engaging Ryan was a key part of our strategy to disrupt the local market. His visit to Sydney for the launch campaign not only generated national media attention and drummed up excitement for the development, but his presence also legitimised Highline’s investment potential.

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