Woombye hinterland is a special place. A leafy lifestyle featuring views of rolling green hills, just a short 15-minute drive to the beach
A popular location with tree changers, Woombye is a hive of new construction and developments. None, however, have been consciously created like KenLea.
Developed by MyHaus, the leaders in sustainable real estate, MyHaus approached The Good Studio to translate their vision for KenLea into a brand and marketing campaign.
As always, before we put pen to paper, we worked from the InsideOut to identify why buyers would fall in love with KenLea.
Like many projects, KenKea had a plethora of reasons to be loved by buyers. But these buyers also had multiple other master-planned communities to consider. Therefore our first job was to prioritise the qualities of KenLea and provide one single and memorable focus for the brand.
Our signature brand strategy workshops and industry research identified three core elements that set KenLea apart: Expansive block sizes (double the standard size), a rigorous commitment to treading lightly on the environment, and home design principles that have a positive impact on health. Together these elements lead us to develop the brand line, “A community for a better future”.
Using this positioning as the nexus, we wrote the brand’s story, designed a brand identity system, and created marketing collateral.
When it came to creating a design aesthetic for the brand identity, we felt the project’s sustainability credentials and the surrounding environment of the area spoke for themselves. We decided a minimal approach to the logo, colour palette, and design layouts would best complement these attributes.
We contrasted the minimal aesthetic with commissioned illustrations of people, local plants and wildlife. The organic and free-flowing nature of the illustrations was intentionally chosen to humanise the experience of the KenLea lifestyle.
Thank you, MyHaus, for choosing to work with us. It was a pleasure to work with you and an educational experience which taught us a deeper understanding of sustainable real estate practices.