Client BASS Care
Project Type Retirement apartments (built)
Services Advisory, product, marketing, creative and sales
Location Victoria, Australia
Defining the branding and refining the product offering
BASS Care selected us to manage the end-to-end marketing and sales process for the as-yet unnamed development. We were further appointed in an advisory capacity to refine the product offering. Based on market assessments, the units were reduced in number, increased in size and priced at a higher level — resulting in an overall higher GRV and return on investment.
In order to engage our affluent target market, we turned to the art world for inspiration, settling on Joy Hester — the free-spirited Melbourne artist of the 1940s and 50s — as the development’s namesake. We conveyed the premium, aspirational status of Hester Canterbury through the use of dark colours with strong highlights, such as the hot pink brandmark, to ensure that the campaign cut-through in a conservative market.
Our services extended to managing the entire sales process including fitting out the display suite, providing sales staff and building a customer database.
All apartments were sold ahead of opening.