East Park Kent Town

Based on Dequetteville Terrace at Kent Town, East Park is a $70 million, 11-storey residential development comprising 95 apartments and 11 townhouses. We worked closely with the developer to deliver an integrated marketing campaign spanning the project’s brand, publication and brochure materials, website, signage and advertising.

East Park is uniquely positioned at the border of Adelaide’s CBD and its prestigious eastern suburbs. We worked with the developer from the outset of the project to develop project tag line: “Where the eastern suburbs touch the city.”

With the development consisting of premium product targeting an owner occupier market, including empty-nesters looking to downsize, the campaign’s brand was developed to focus on the many benefits of city living, while keeping one foot in the suburbs.

Based on this, we developed a brand identity that incorporates the outline of a suburban home, reflecting and completing a leaf form, again reinforcing the familiarity and comfort of suburban living, while at the same time alluding to development’s prime positioning overlooking Adelaide’s famous parklands and Botanical Gardens.

Combined with the chosen colour palette of gilded bronze, this brand identity embodies the elegance and sophistication of East Park's premium residences, as well as the development's placement on the city's fringe.

From this foundation, we developed a full range of marketing materials, including brochures, signage, a website, and an array of printed, outdoor and digital advertising.

As the project progressed, we evolved the brand identity, developing additional brand assets and marketing messaging to support the project throughout its sales cycle, including the development of a “Penthouse Selection” sub-brand asset to promote the development’s premium stock.

East Park reached its pre-construction sales targets ahead of schedule, and reached construction completion in late 2017.