Blake Organisation was ready to launch their apartment development in Wickham, on the foreshore in Newcastle’s inner city. Three kilometres from the CBD and close to the new transport interchange, this suburb is slated for rapid revitalisation over the next five years – including the development of many other residential projects. We were engaged to create a brand that made Blake’s property stand out over its competitors.
Our branding needed to both embody the beauty and amenities of Newcastle today as well as Wickham’s emerging potential and transformation in the future. The apartments were perfectly priced for young professionals, so we defined our key target audiences as 28 to 35-year old ‘hipsters’ looking to buy their first home, and local investors who wanted to reap the long-term rewards of a property purchase in a gentrified area. Thus we formed a striking identity showcasing Neufort as the buzzing hub for a fashionable inner-city lifestyle.