Glenview – Menangle Park

Background
Set within the Glenlee precinct of Menangle Park, the landmark masterplanned
community by Dahua Group Australia, Glenview introduces a new level of premium
residential living to the broader community.
Positioned on elevated land with expansive views across the surrounding natural
landscape, Glenview offers generous lots within a setting that is distinctly different
from the wider Menangle Park offering.
The opportunity was to establish a brand that reflected the quality and exclusivity of
the location, while retaining a strong connection to Menangle Park.

Approach
Traffic was engaged to create the brand strategy and identity for Glenview, beginning
with its place within the broader Menangle Park brand architecture.
The naming strategy drew on the existing Glenlee precinct nomenclature and the
defining qualities of the location, leading to Glenview; a name that feels naturally
connected to place while signalling a more elevated offering.
Live Above It All became the central brand proposition, bringing together the
expansive views, elevated setting and premium lifestyle in one simple idea.
From this foundation, Traffic created the brand identity, visual language and
communications approach, carrying the positioning across campaign creative, sales
collateral, digital, social and environmental applications.

Solution
Traffic created a sophisticated and contemporary identity for Glenview, designed to
distinguish it as Menangle Park’s premium residential offering.
Refined typography, a sophisticated palette and expansive landscape imagery create
an elegant visual language that allows the scale and natural beauty of the location to
take centre stage.
A dedicated Glenview website was designed and built within the Menangle Park
digital ecosystem, giving the brand a distinct online presence and allowing
prospective purchasers to explore the location, lifestyle and land offering in greater
depth.

An integrated digital media and social strategy brought Glenview to market,
extending the brand across paid and organic channels and creating a connected
journey from awareness through to enquiry.
The result is a distinctive brand and digital experience that reflects the calibre of
Glenview and its place within Menangle Park.

Services
– Brand Architecture
– Naming Strategy & Nomenclature
– Brand Strategy
– Brand Creation
– Communications Strategy
– Creative Development
– Art Direction & Design
– Digital Strategy
– Digital Media
– Social Media
– Website Design & Development
– Digital Experience
– Environmental & Place Branding
– Sales & Marketing Collateral
– Sales Centre