As more developers expand into regional and fringe areas, greenfield property marketing is undergoing a major evolution. Once an area where developers might invest in a logo and basic modular display suite, players are now understanding it is no longer enough to rely on location and competitive pricing – a strong brand is essential to stand out.
Tree changers continuing the pandemic trend of trading urban environments for communities with some rural charm, are driving this trend. They’re more sophisticated, well-researched and expect a level of detail and quality that matches their urban counterparts.
These buyers are making long-term, considered decisions, and the developments that are winning their trust are those with authentic storytelling, compelling visuals and a clear sense of place.
Our work on Broadstead for Jinding proves that regional projects can be just as rewarding — and as competitive — as metropolitan ones.
Recently awarded by the World Design Awards for its standout graphic design, project branding and identity, Broadstead was built on a layered approach to storytelling, combining photography, illustration, and typography to create a brand that is warm, authentic, and deeply connected to place.
A key piece of this was creating a regional broadsheet, designed to support buyers transitioning from urban areas. Featuring interviews and photography of local retailers, this guide wasn’t just marketing – it was an invitation into a real, thriving community. By celebrating the people of the region, giving voice to their stories, traditions, and perspectives, Broadstead didn’t just sell land — it created a sense of belonging.
Broadstead’s success highlights an important shift: branding is just as critical in regional markets as it is in metro developments. Buyers don’t just want a place to live — they want a vision they can connect with. Developers who understand this and invest in rich, layered brand experiences will be the ones who win in this increasingly competitive space.
Because no matter where you’re building, brand matters.
