Redefining how real estate companies should behave
A revolutionary entry to the real estate game needed a revolutionary brand.
Create a unique brand for a unique new business
Oceanwide Property was getting ready to go to market in the Australian real estate industry. They had a unique approach to real estate, which set them apart from the competition. But how could they make this known to their target audience? With the many established, trusted names in the industry, finding a way to stand out was crucial.
The first step was brand immersion, then we brought it to life
It was important to us that we understood the brand. Who was Oceanwide? Who did they want to be, and who did it want to speak to? In close collaboration with the founders, we defined their unique selling points and analysed them against some of the biggest competitors in the market. Further research revealed brand ‘trends’ in the real estate industry, lighting the way for Oceanwide to make noise on launch day. Armed with a brand book (complete with the brand story, tone of voice and visual identity guidelines), some slick, sustainable sales collateral and an exciting social media campaign, Oceanwide successfully launched in March 2020.
Tone of Voice and Personality
BlueMelon began the discovery process in a face-to-face workshop with Oceanwide. The workshop uncovered the brand’s core message giving us the insights we needed to develop a brand story. The brand story became a bible; a guiding force that enabled the creation of Oceanwide’s tone of voice and a visual identity which are weaved through every piece of communication.
SIGNAGE & STATIONARY
BlueMelon created a suite of brand sustainably produced brand stationery, in line with one of Oceanwide’s core beliefs – to minimise their impact on the Earth. Limiting printed items to small runs of business cards and reusable sales signage, we also created digital letterheads for paperless, helping Oceanwide uphold their eco conscious values.
With social media increasingly being used as a marketing tool, it was essential for us to kickstart Oceanwide’s social media presence. So we got to work creating distinctive messaging and visuals to boost the new brand’s equity and tell the world who Oceanwide are and what they stand for.
Through competitor research and analysis, we determined a clear set of objectives and a content strategy for Oceanwide’s social channels. Using these objectives we carved out a series of post categories that would act as a roadmap for Oceanwide to stay on message and on-brand with all their social media activity.
We took a two-pronged approach to their social media debut. First, we created an exciting social campaign that was easy for them to implement and edit in an agile way. Next, we created templates to help Oceanwide create reactive and topical posts that would be quick to turn around while remaining on-brand.
The result? Oceanwide went to market successfully with a distinctive brand that exudes sophistication and trust. With a comprehensive and flexible brand toolkit, they have the confidence to be bold and spontaneous, no matter the touchpoint.
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