The strongest place identities start with brand

Are you looking to develop a place brand that elevates your project and achieves key sales objectives? Toast’s brand-first approach consistently delivers first-place results. 

From masterplanned communities to boutique developments, we know what it takes to create place brands that connect with target audiences and create real value. 

We empower places by providing compelling brand footprints that allow audiences to understand the unique attributes and purposes of the spaces they experience.

Our work with Sekisui House demonstrates the success of our approach. We’ve helped to craft the core essence of their Wentworth Point masterplanned community ‘Sanctuary’ since project inception, and this brand-first approach has delivered outstanding outcomes.

1/ Place Immersion

To be truly compelling, a place identity must be truly authentic.

Crafting a meaningful place identity can only happen if a holistic understanding has been developed.

From corporate identity and local competitors to community nuances and site characteristics, immersion into every aspect of a place must be undertaken to set rock-solid foundations.

Sekisui House case study:

In 2016, Sekisui House purchased the 9.4 hectare site that would become Sanctuary. Toast was brought on board at the project inception stage and worked closely with Sekisui House and key architects to immerse ourselves in the site and the region. This process uncovered key insights that would shape the future identity of the masterplanned community. 

In-depth auditing of the site revealed that a unique characteristic of Sanctuary is the fact that it is completely surrounded by nature, with wetlands, water, and parkland bordering each side of the masterplanned community. 

Sekisui House and Toast Creative also studied Chinese microburbs, surrounding suburbs and other large sites in Wentworth Point to understand their ways of living and purchase preferences.  

Additionally, market research identified that the top two considerations of buyers in the wider Wentworth Point region were ‘safety and security’ and ‘desirable location’. These insights played a key influence in the eventual creation of Sanctuary’s brand identity. 

2/ Place Essence

A place’s brand is so much more than a logo.

Before crafting the visual look-and-feel, the core essence of the place must be strategically defined.

While an aspirational vision is essential, this identity must also be grounded in the singular truth that is tied to the place’s location, lifestyle, culture and purpose.

Sekisui House case study:

Using the key insights identified in the Place Immersion stage, Toast used a series of brand interviews and workshops with key stakeholders to collaboratively define and craft the very Essence of the Wentworth Point site. 

The resulting Big Idea was ‘One with Nature’ – At Sanctuary, we aspire to create a community that is both inspired by nature and one with it. 

This concept built upon Sekisui House’s core principle of Satoyama, which promotes harmony between the built environment and nature. 

This core Essence guided the development of Sanctuary’s Place Vision, and intrinsically influenced every step of the masterplanned community’s evolution. Sanctuary’s Place Essence inspired each Stage’s architecture, placemaking and design initiatives, demonstrating how a brand-first approach creates consistent, compelling places. 

3/ Place Branding

Perception is reality – a place’s brand must successfully translate its essence to connect meaningfully with key audiences.

Every element must be considered to craft a visual identity that engages with target audiences across all touch points.

From general look & feel to final logotype, every detail is taken into account to deliver an impactful place experience.

Sekisui House case study:

Sanctuary’s Place Essence has been brought to life throughout its brand identity. Sekisui House’s four key principles, led by Satoyama, are the building blocks of the visual identity. This is reflected in its logo, where each principle is represented and together combine to symbolise Sanctuary’s integration with nature.

Beyond the logo, the entire visual language is dominated by nature and vibrancy, creating an identity that is both premium and welcoming, aspirational yet community-centric. 

Toast’s commitment to creating authentic and compelling brand identities ensures that Sanctuary’s Place Brand is truly One with Nature. 
Sanctuary Model

4/ Place Communication

Carefully considered communication is the key to sales success.

Community Engagement is integral to this process, as outcomes will be amplified if existing local communities embrace your place vision.

Marketing Campaigns require strategic planning and execution to achieve cut-through in crowded markets. Don’t just do it conventionally – do it creatively.

Sekisui House case study:

Sanctuary has engaged with target audiences through a variety of strategic, creative executions.

All collateral has attempted to excite, conveying both Sanctuary’s connection to nature whilst emphasising the premium, waterfront qualities of its tower apartments that combine to create one of the country’s best masterplanned communities.

From innovative folded mail-outs to carefully strategised digital outbound marketing campaigns, Toast’s project marketing has consistently delivered exceptional lead-gen and brand building results throughout Sanctuary’s life-cycle. 

 

While Sanctuary by Sekisui House perfectly reflects the benefits of a brand-first approach to property marketing, Toast’s process has been applied successfully to every kind of property project.

Want to find out how we can collaborate to elevate your project? Get in touch today.

Want to see more case studies?

  • See how we uplifted the entire brand identity for a waterside masterplanned community, integrating resort, marina and property. (Trinity Point)
  • See how we created an award-winning brand for a boutique inner-Sydney residential apartment block. (Hutch and Hutch)
  • See how we helped to reshape societal perceptions of Affordable Housing by creating the Masterbrand and project brands for a unique Strata x Affordable Housing development model. (Anglicare)

 

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