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The Brief

We were approached by Pindan to brand their developments at the former Australian Fine China site in Subiaco.


The Challenge

Our challenge was to create three distinct development products and distinguish each product from the other, while also differentiating the three Pindan products from those of competitors in the area.


The Approach

A key part of the campaign was to utilise the history and location of the site and introduce a theme that could both tie the products together under the Pindan name, whilst also differentiating them for distinct customer audiences.


The Results

The result was achieved by developing a fresh brand structure inspired by the heritage of the site and drawing upon colours used in porcelain production. The names Viridian and Indigo were chosen for the developments, while China Green was coined to provide a geographic location for both offerings.

Visual styles were created for each complex as part of a staged rollout, positioning the boutique apartment complex as a desirable, creative and artful community.

We designed individual campaigns for both brands including the website, TV advertising, digital and print advertising, direct marketing, signage and sales collateral.

A third application of the brand suite was created for an exclusive section of the Indigo product, the Indigo Rise Terraces appealing to a small sophisticated market segment.

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