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Timeless beauty delivered for a timeless development.
Turramurra on Sydney’s Upper North Shore is characterised by an older population with a median age of 43, and 14.8% of residents in the 60-74 age group. We worked closely with developers Aqualand targeting an audience looking for security, reliability and a solid reputation when purchasing.
This conservative demographic led us to the idea of ‘the timeless beauty of nature’ and the underlying message suggesting that trends may come and go but the development’s northerly aspect and the mighty gum trees will be there for another 100 years. Set amongst the trees in the leafy backstreets of Turramurra, the key marketing pieces centred on simple everyday moments – waking up in beautifully appointed spaces flooded with natural light. The rising and setting of the sun, the changing of the seasons. The delicate play of light filtering through the leaves.
‘The Heysen’ refers to early Australian landscape painter Hans Heysen – considered to be among the first Australian painters to capture the Australian landscape with a ‘general impression of colour’. In the early 1900s Heysen became a household name for his watercolours depicting monumental Australian gum trees.
A consistent story
The sales brochure centred on simple everyday moments, waking up in beautifully appointed spaces flooded with natural light. The rising and setting of the sun, the changing of the seasons. We also brought the brand story to life in film.
The customer journey
End of Work engaged extensively with the sales team to determine the customer journey and maximise opportunities. The sales suite featured extensive use of bespoke timber joinery in Spotted Gum and we enlisted a botanical artist to develop and manage an ever-changing display of Australian natives which were suspended in the entrance.