Alluvium — Winter Valley
Client
Mondous Property Australia
Role
Creative Direction and Photography
The Objective
Mondous Property has built a strong reputation in the residential property space, delivering quality medium to high density residential and land development projects to Victorians for over 50 years. Land sales campaigns quite often take the ‘path most travelled’ approach, that good enough is enough and that the land will move itself if the price and the location are right.
But with increased competition in the Greater Ballarat region, there was a need to create a unique and visually compelling campaign that would cut through the noise. Working with Plan B Marketing an identity and visual language was developed that played to the heritage of the area and the materiality of the name Alluvium, by using it as a metaphor for growth and opportunity.
The Approach
We decided to approach the campaign in the same way we would a project in Metropolitan Melbourne, delivering a considered, well-crafted brand and lifestyle offering that resonated with both local buyers and investors alike.
Winter Valley, sitting on the southern rural fringe of Ballarat, is a young, establishing suburb that like most new land projects — is not that easy on the eye due to the ever-present earthmoving trucks and road grading equipment. As an alternative, we decided to capture a range of iconic location and lifestyle imagery from in and around the Ballarat CBD, which also provided visual cues to the central theme of our campaign, ‘A Golden History — A Bright Future’.
The brand identity, including photography and other visual language elements has so far been rolled out across all current site and pop-up display signage, custom website, press and digital advertising and various pieces of printed collateral. A larger, more permanent sales and display suite is anticipated to open in the coming months.
Opportunity has long driven people here. Community is why they made it home.
