The Foundry - Building an Image 

THE FOUNDRY Platypus Group had big plans for a 580 apartment development. What they needed was a vision that would breathe life into the project and carry the lifestyle into the public's imagination.

WHY DID THEY CHOOSE US? The Creatives have extensive experience in creating successful brand campaigns for residential property development.

WHAT WAS THE BIG IDEA? The concept we developed was created around 'Loving the life that you live.'

WHAT LEAD TO THAT STRATEGY? The Creatives developed a strategic plan for the marketing of the development linking lifestyle expectations with the physical elements. Through subsequent workshops, we refined the imagery, and evolved the brand and positioning.

HOW DID THE CAMPAIGN COME TOGETHER? The Foundry name represented strength, longevity and being grounded. This formed a foundation on which to develop the '~Love the life you live' campaign to drive sales. The campaign featured five key characters loving the life they were living. These human faces allowed us to target the various demographics of apartment buyers, appealing to each with differing propositions. The Creatives rolled out the entire campaign from media through to displays, brochures and signage.

WHAT WAS THE OUTCOME? To date the enquiry is strong, market feedback is positive and sales are good. (At the time of writing The Foundry released stage one of three.)

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