Developed by Kataland
Located on the western flank of Bacchus Marsh, Underbank is a 900-lot redevelopment of the historical Underbank Stud Farm and boasts one of Victoria’s most picturesque landscapes
When it comes to land estates, the majority begin as flat, uninspiring landscapes. Sure, they can be artificially transformed into curated communities, but they often lack a sense of charm and character. Within a natural valley and alongside the Werribee river, the 1920’s era Underbank Stud Farm is something quite different — still boasting original horse stables, fencing and strappers’ cabins dotting the landscape.
Underbank is undoubtedly a bold vision, entirely transforming this part of Bacchus Marsh. It was deserving of a progressive brand to differentiate and drive sales enquiries, but also help inform and influence the development itself.
Respect. Reimagine. Redefine. Only three small words, but big on influence. The brand pillars underpinned all brand development, and also consolidated the need to repurpose old stud farm structures into community facilities. Implementation of the brand and campaign extended across print, digital, outdoor billboards and event promotion.
A defining element of the Underbank community design is the Louis Chiodo designed next-generation homes. The modular, environmentally-conscious, light-footprint designs ‘stepped’ in concert with the land, minimising site cuts. The designs were captured in a distinctive series of elegant brochures, along with landscape designs.
End–to-end; masterbrand strategy, naming, identity, website design and development, hoarding, sales suite graphics, print collateral, digital and print lead-generation campaign