CASE STUDY • HAVEN • HOPE ISLAND, QUEENSLAND
A sanctuary of possibility: branding a boutique commercial community.
Brand & digital assets for a first-of-its-kind commercial development sold off the plan.
THE CHALLENGE
Haven wasn't an easy thing to sell in a single line: part studio, part storage, part lifestyle: a commercial product with no direct comparison in the area, being pre-sold before it existed. It needed a brand that made an unfamiliar concept feel premium, desirable and instantly understandable firstly to investors, and then buyers and lease-holders.
THE BRIEF
Brand and marketing material for a rare mixed-use zoning in a prestige resort setting.
THE STRATEGY
The positioning became "a sanctuary of possibility", that turned a mixed-use commercial development into an aspirational address. The coastal-luxe Haven identity, body corporate information memorandum, sales and leasing proposals, and a conversion-focused website with a register-your-interest and brochure-download funnel gave Coastal Commercial a warm pipeline.
THE RESULT
Sold off the plan, before it existed.
Haven launched to a market that had never seen anything like it, and sold out in 15 months. More than 60% went within the first two months, off the back of 440-plus enquiries through the brand and website funnel. Buyers who committed early saw up to 50% capital growth from contract to settlement.
60%+
sold within 2 months of launch
440+
total enquiries
50%
capital growth, contract to settlement
THE PARTNERSHIP
I created the brand, proposals, brochures and website. Coastal Commercial ran the enquiries and the sales. That's how I work: the creative working alongside the selling agent so the brand and the sales process pull in the same direction.
“Aynsley really helped turn my property development vision from draftsman drawings into a showstopping brand. Focussing on our target market and location, she painted a clear picture of the benefits of investing in our upcoming development for both the purchaser and the financier.
Private Developer
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