Residential
Jinding Developments
Gold Coast, QLD
DKO Architects
Wild Landscape Architecture
Floodslicer
Paul Giggle
Brand Strategy
Naming & Identity
Brand Development
Art Direction
Brand Imagery
Print & Digital Media
Website
Sales Campaign
Surfers Paradise, beyond being a seasonal holiday haven, is a dynamic seaside city undergoing a transformation. Our client, Jinding Developments, recognised this potential and collaborated with architects DKO to create a residential development that redefines the concept of home, shifting away from the typical resort-style living.
In crafting the campaign for this residential project, our goal was to challenge the perception of Surfers Paradise as merely a sun, sand, and surf destination with a transient nature. Instead, we aimed to embrace the broader appeal of the Gold Coast region and its year-round offerings across the changing seasons.
This approach led to the development of a compelling campaign that celebrates the beauty of the seasons both within the residences and the surrounding area. It serves as a universal language and cross-cultural platform, enabling regular connections with the target market while offering opportunities to refresh the campaign message.
To embody this vision, we named the project “SORA,” meaning “SKY.” This name beautifully captures the physical scale of the building in relation to the landscape and aligns perfectly with the seasonal campaign. SORA represents a thoughtful response to the evolving landscape of the Gold Coast.
The brand identity is characterised by a subtle yet confident brand mark, a seasonal colour palette, and a carefully curated series of images taken on location by Paul Giggle. Accompanied by a strong set of seasonal messages, the brand of SORA reflects the essence of the development and the dynamic nature of the Gold Coast’s ever-changing environment.
The campaign concept “A Story For Every Season” was seamlessly implemented across a range of marketing platforms. These included a video by Floodslicer, local signage, a dedicated website, and a marketing brochure coupled with a seasonal location guide to the area.
While our main target audience consisted of locals, we also attracted a considerable portion from Sydney and Melbourne, drawn to the prospect of a fresh start after the recent epidemic. Our comprehensive campaign materials successfully showcased every aspect of this exceptional location, making it an enticing choice for year-round living.
SORA EMBODIES LIFE BEYOND A SEASONAL HOLIDAY HAVEN
Please note: The printed Broadsheet will only be mailed within Australia.
