Essentia
Townhomes

Brand Evolution, Print, Digital, Press & Signage

Designed at Rare Identity
Creative Director: Peter Howie
Logo created by Bullet Studios

With an existing campaign for the land sales, we were approached by Mulpha to elevate the Essentia brand for the release of their first luxury smart townhomes. 

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.