Deicorp’s Kirrawee development features over 700 units across seven buildings, a shopping centre, dining precinct and 9,000sqm public park. Therefore, it was critical that its branding address the perception it could be hugely disruptive (especially during the construction stage) on the existing Shire community.
We wanted to promote the convenience and interconnectedness of the precinct; that residents will have everything they need on their doorstep. Hence, ‘Feel the village vibe’ became our positioning line and the foundation for all our creative. With a brand palette that evokes both warmth and luxury, this welcoming identity had the flexibility to evolve – providing scalability across multiple channels and sell-through over time.