Bloe Creative

The Howard Group approached us in 2007 to develop a corporate identity and advertising campaign for their $170 million masterplanned residential development, located within the Griffith Knowledge Precinct in Southport. Our challenge was to engage the local community in a highly saturated market, with considerably larger competitors, at a time of increasing interest rates.

Our thinking centred on the idea that purchasing a home is no longer simply about finding somewhere to live. We wanted to develop an identity that could prevail in every aspect of the project’s marketing but also (perhaps more importantly) in the development itself. “Atmosphere” was our inspiration behind the identity and became the development’s unique competitive advantage. In addition to the distinctive green logo and advertising creative - which became highly recognisable in the local market across various media, we also implemented unique ideas which achieved great success i.e. launch invitations were printed on seeded paper inviting guests to ‘create some atmosphere’ by planting their invitations to grow a native plant. ‘Atmosphere’ was also incorporated into the development with buildings named after native trees/birds, local beaches, etc. All great examples of the brand and the product working in perfect unison.

As economic conditions hit hard on housing developments, Sphere spectacularly bucked the trend selling more than half of the apartments in the development within its first year (Mar 2007 – Feb 2008). Moreover, a large proportion of the buyers resided in the local Gold Coast region.