The Masterplanned Community Delivering Plenty

Even though we were entering the most fiercely contested corridor in Melbourne featuring over 30 competitors in a 5km radius, the launch of Eliston, Clyde’s fresh new masterplanned community, was an exciting project for Traffic. The tranquil setting of the new development was a branding dream.

The brand direction and development name stay true to the heritage and land. Eliston originated from the Scottish beginnings that brought the owners of the land over to Australia, where they utilised the lush pastures to harvest celery and other crops. The celery fields are a key feature in our overall brand imagery and the earthy tones influenced the colour palette.

Our desire for the brand positioning is to establish Eliston as a premium estate with a heritage story, that has all the amenities you need, within a well-designed and landscaped community – hence the core campaign thought that it is the ‘Land of Plenty’. The language and messaging throughout the touch-points, including brochure, website, press and outdoor advertising, sales centre, collateral, and signage tie back into the theme of land and fruition.

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