Montara – Life in Bloom

The project

Traffic was appointed by Landcom to create the brand identity and integrated marketing campaign for Montara, a boutique residential community comprising just 56 land lots in Edmondson Park, South West Sydney.

With residential lots ranging from 450sqm to 1,123sqm, Montara presented a rare opportunity for established and growing families to build their ideal home within an increasingly connected and sought-after neighbourhood.

The challenge

To establish a distinctive market position for a boutique land release in a competitive residential property market, balancing a premium lifestyle proposition with the credibility and accessibility of a Landcom development.

The brand needed to appeal to discerning owner-occupiers and family upgraders, create an emotional connection with prospective purchasers and generate qualified registrations ahead of staged land releases.

The solution

Traffic developed Montara | Life in Bloom, a place-led brand platform celebrating growth, connection and the opportunity to create a home for life’s next chapter.

The positioning informed a refined visual identity, compelling brand narrative and cohesive creative campaign designed to communicate Montara’s unique combination of space, lifestyle and established amenity.

Traffic delivered an integrated marketing ecosystem spanning place brand strategy, identity development, way finding, digital advertising, social media, outdoor advertising, signage, sales collateral and launch communications.

A phased marketing strategy was developed to build awareness, capture expressions of interest and drive registrations throughout the sales campaign.

The outcome

A distinctive and cohesive brand brought to market through an integrated campaign across digital and physical touchpoints.

Montara’s brand platform established a consistent identity and customer journey, from initial awareness and discovery through to registration and sales release activity.

Traffic continues to manage creative, communications and performance marketing, supporting Landcom’s objectives for awareness, buyer engagement and sales.

Key Services