Client Knowles Group
Project Type Independent living apartments and residential aged care
Services Product development, marketing, creative and sales
Location Point Lonsdale, Victoria
In 2017 One Fell Swoop was commissioned by Knowles Group to prepare a ‘state of the nation’ report on retirement villages. This informed the strategy and acquisition of new properties for development as independent living sites, to facilitate the group’s re-entry into the market. Point Lonsdale was the chosen site for The Breeze with 170 residences (158 villas, 12 apartments). We were briefed to create a master brand for Knowles – resulting in the name Sencia – as an umbrella for all future retirement living projects. We were then challenged to create a simple, modern marketing campaign with a sense of fun for The Breeze.