A Masterplanned Community like nothing you would expect

The launch of Jubilee, a whole new masterplanned community in Melbourne’s thriving new west, was a challenge that the team at Traffic relished. Commanding 408 hectares in thriving Wyndham Vale, Jubilee is arguably the most substantial new planned community in one of Australia’s fastest growing regions, and filled with surprising little extras, including Australia’s first private indoor water park for residents use only.

Traffic was set the huge task of launching Jubilee with a new brand identity from scratch that stood out from the humdrum of other developments in the area. The brand positioning of ‘Celebrate the unexpected’ created by Traffic was inspired by the fact that Jubilee was different to other local developments and offered unexpected lifestyle features that added up to a better life.

The unique striped visual language throughout all Jubilee touch-points including sales video, brochure, press advertising, signage, website and online banners reflected the positioning including the key statement ‘Everything you’ve been waiting for. Like nothing you expected’. Even the hero images of children on a waterslide offered an unexpected and welcome departure from the usual happy family shots normally associated with most development advertising. Traffic were involved with all branding elements from the ground up including the design of the Sales Office right through to beach balls and water bottles.

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