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A trendy property brand identity that sets the benchmark for gentrification of inner-city Newcastle.

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.


Website visits, mostly from first-home buyers


AdWords impressions, with a 36% increase after optimisation


Facebook impressions, with 3% conversion rate

An adaptation of the word Newcastle, the name Neufort Wickham asserts the development’s place as the centrepiece of strength and security in the neighbourhood.

The designs for Neufort Wickham featured marble, gold and monochromes to communicate a mix of strength and sophistication, heritage and modernity.

In the display suite, digitised and interactive floor plans are projected on big screen, to demystify the many apartment layout options available.

The incredibly intuitive CMS allows Sales Agents to easily add, delete or edit information, as well as stipulate which units have sold – all of which reflects on the front-end in real time.

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