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Argyle New Farm

Branding / Digital / Print / Media

Intro

Argyle New Farm is an opulent collection of riverfront residences presented by Tom Dooley Developments. The award-winning development team has built a legacy in New Farm’s coveted riverfront peninsula, consistently delivering superior projects featuring extraordinary quality, exclusive locations and exceptional lifestyles.

Company

Tom Dooley Developments

Location

New Farm, Brisbane

Services

Naming, Logo and Branding, Copywriting, Sales Collateral, Email Marketing, Media, Sales App, Project Brochure, Property Marketing Strategy

Problem

Challenge

Launched in the midst of the 2020 pandemic – a highly competitive time in the luxury market space – Argyle was set to compete with a number of other luxury off-the-plan developments already for sale. The price points of Argyle were among the highest in the area, from $4.25M and upwards of over $12M. The challenge was to speak to the high end buyer and accentuate the quality of the product commensurate with these price points.

Thinking

Strategy & Approach

With vast experience in this market space, icreate.agency understood the motivations and expectations of the target audience.

Strategically, the Argyle brand was connected with the luxury consumer’s values through emphasis on craftsmanship, exclusivity, innovation, sophistication, superiority, heritage, and relevance to lifestyle.

Creatively, customer connection began with an elegant wordmark logo, using a heavily modified timeless serif font oozing elegance and poise. This was combined with a moody and earthy colour palette complemented by opulent marble finishes, reflective of the Argyle residences.

Strategy and creativity were tied together in a pre-teaser campaign launched to create hype in November 2019. This was followed by a heavily digital launch campaign which steered away from traditional media – a necessity given how performance of outdoor, radio and press platforms were uniquely affected by lockdown conditions.

 

Result

Final Experience

All residences except for one were sold within 12 months – an exceptional result considering Argyle’s extraordinary price points in an economically uncertain time.

“Overarchingly, our experience with icreate.agency is one where we’re made to feel like we’re their most important client, and that open and direct lines of communication are always available. TDD has no hesitation in encouraging others to look to icreate.agency for their next project solution.”

Emily Dooley
Tom Dooley Developments

 

What has to set iCreate apart is their responsiveness… they always deliver

EMILY DOOLEY
TOM DOOLEY DEVELOPMENTS

Innovative brochure production

New and innovative Concertina Binding was employed to allow beautiful imagery of uninterrupted river views and vast apartment spaces to shine, without impediment from the gutter in the spine. Each spread could lay truly flat and each image could be appreciated like a work of art, allowing prospects to fully appreciate the luxury of Argyle New farm. Wrapped in black leather and featuring an embellished logo in black foil, the end result was subtle yet striking.

The sales app

Taking buyers on a compelling sales journey

In addition to the website, a sales display app is an engaging tool used to accompany high end customers through a compelling, personalised sales experience within the sales display. Featuring each apartment by floor plate, prospective buyers could navigate through the app to discover the full range of residence options in detail. A comprehensive gallery showcased the suite of product renders and lifestyle photography. A developer section featured past Tom Dooley Developments projects, adding credibility and building trust in the team’s delivery.

iCreate has evolved to become our one-stop-shop, providing everything from website and app creation, brochure design, lead generation and media bookings

EMILY DOOLEY
TOM DOOLEY DEVELOPMENTS

Email marketing converts prospects from consideration to purchase phase

A series of emails were created and automatically sent to any new prospects at regular intervals, triggered by a conversion on the landing page. Each email communicated the unique selling points of Arglye New Farm. This moves prospects down the sales funnel, through the consideration and evaluation phase, and onto a purchase.

TDD has no hesitation encouraging others to look to iCreate for their next project solution

EMILY DOOLEY
TOM DOOLEY DEVELOPMENTS
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