Building Interia Burwood

Australand needed a complete branding and marketing strategy for their new development in Burwood, Victoria. Starting with little more than  a location and an outline of the basic housing product, we applied our  dedicated approach and began building the brand from the ground up.

A thorough research and strategy period resulted in several relevant naming possibilities, all with unique visual personalities – all hitting our conceptual proof points. The clear winner in our feedback meetings with Australand was ‘Interia Burwood.’

Because of the architectural aesthetic of the project, the concept we developed to support the brand was ‘Designed Family Living.’ With this, we tell the story of how everyone has something unique they possess that’s special to them, and that Interia Burwood is the perfect place for the things that matter in their lives.

Studio based photography reinforces this message, with real people rather than model talent, and objects such as vintage posters, iconic lounge chairs,  and other design pieces. Combining this with striking renders in a magazine styled brochure sets the brand apart from other developments, putting Interia Burwood firmly in the design and style headspace of prospective home buyers.

Spending the necessary time and research to understand the product while collaborating with our client has helped us to develop the brand personality and deliver a relevant tone for key marketing materials and product naming. This integrated approach to the project has meant we’ve been able to create and manage the brand across multiple platforms including brochures, online banners and press ads, large format signage and the upcoming onsite display and sales office.

Our collaborative relationship with Australand has rewarded us both with creative work that is innovative and relevant. With a predicted lifespan of three years, Interia Burwood will be a part of G&C’s world for a while. And we’re quite happy about that. Having this kind of strategic and creative input on a project is what gets us excited about our clients.