Brand Evolution, Print, Digital, Press & Signage
Designed at Rare Identity
Creative Director: Peter Howie
Logo created by Bullet Studios
Utilising an existing logo, I created a new branding concept that better suited the market positioning. Seeking to strike a balance between the advanced technology deployed in each home and the natural environment surrounding them, I introduced a charcoal, cream and bronze colour palette, along with an array of bouquets featuring native Australian flowers.
The campaign was then rolled out to a 44 page brochure, separated by chapters that each featured a unique flower bouquet, a teaser campaign circulated via direct mail and local press advertising as well as outdoor signage and assets for the Mulpha Norwest branded Display Suite. In a competitive market, the campaign generated constant expressions of interest and was also nominated as a finalist in the 2019 UDIA NSW Awards for Excellence In Marketing.