Brightwood Monash

Building a brand from the ground up – literally

"Michelle Eden and her team from Taylor & Grace led us through a terrific process that delivered a brand, marketing and sales result that we are extremely proud of."

Patrick Tobin
Director, Mushan Group

Challenge

Property Developers NX Property Group, and Project Managers, Mushan Group, needed an agency to devise a brand and go-to-market strategy for one of their first collaborative projects, a medium-density residential development on a one-hectare site in Clayton. The development was highly distinct for the location, but capturing buyer awareness and attention in the Melbourne residential market is always an intensely competitive task, given the number of developments on offer.

Solution

We undertook extensive research on the demographics and target market as the basis for creating the brand and go-to-market strategy. This included creating a brand name, ‘Brightwood Monash, which reflected the property’s proximity to Monash University and the leafy ‘oasis’ that is a feature of the development.

We led a project collaboration with the developer, investor and sales agent to ensure the marketing program positioned Brightwood Monash as one of Melbourne’s most desirable outer suburb developments for would-be buyers.

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Results

By applying our project leadership, creative abilities and strategic smarts, we produced a brand and marketing campaign that helped sell over 70 per cent of the 129 apartments and all of the 28 town homes within the first six months. These results exceeded the investor’s expectations and helped solidify the reputation of NX Property Group as an emerging player in the highly competitive Melbourne residential property market.