Fletcher Living 

Cut-through campaign for a competitive environment.

Jacks Point Limited is a new lifestyle living area 15 minutes from Queenstown, at the foot of the Remarkables on the shores of Lake Wakitipu. The 420-hectare development at Jacks Point has been principally designed by Darby Partners Limited '" a firm instrumental in the development of Millbrook Resort, Queenstown and Clearwater Resort, Christchurch.

Fletcher Living is developing 200 'land and house' packages at Jacks Point over a four-year period. The size and length of the development warranted a new name, positioning, brand and story-telling to set it apart from the 'land only' purchase options within Jacks Point.

A new name was created: Living at Jacks Point, which links the company name and location with the end result. A flexible lock-up was developed which can be used with maximum or minimum information. The positioning 'stand out by blending in' was the central point for all creative work. The collateral was designed to link together and physically represent this concept. Implementation was rolled out across print, online and in the environment.

The project included:

- Project name: Living at Jacks Point

- Brand positioning: stand out by blending in

- Co-brand structure

- Story-telling

- Image library

- Stationery and templates

- Collateral: mailer and brochure

- Environment: site office signage

- Advertising: magazine and press

- Online: website, banner ads, email

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