Redhill Orange – Landcom

Background

Redleaf is a new masterplanned community by Landcom in partnership with Orange City Council, transforming 24 hectares at the eastern gateway to Orange into a sustainable, connected neighbourhood.

Designed for households at every stage of life, Redleaf will deliver around 300 new homes, including affordable housing, within a landscape of parks, open spaces and tree-lined streets. With sustainability, liveability and community at its heart, Redleaf has achieved a 6 Star Green Star Communities rating, setting a new benchmark for sustainable development in regional NSW.

Approach

At the heart of the creative challenge was the need to balance affordable and private housing within one cohesive community. The identity needed to feel inclusive and welcoming to everyone, while maintaining a refined and aspirational quality that reflected the beauty and distinctive character of Orange.

Working within Landcom’s strategic framework, Traffic developed a creative direction and visual language inspired by the natural landscape, colour and character of the region. The approach was deliberately warm, optimistic and sophisticated, creating a sense of belonging without differentiating between the people who would ultimately call Redleaf home.

A flexible design system was established to carry this expression consistently across the project, from large-scale environmental and wayfinding applications through to sales collateral, masterplans, release plans and digital communications.

Solution

The resulting identity gives Redleaf a distinctive sense of place while supporting Landcom’s vision for an inclusive, sustainable and connected community.

The creative system extends seamlessly across the physical and digital environment, encompassing wayfinding, signage, sales environments, masterplans, release plans, brochures, campaign materials and digital assets. Each application maintains a consistent visual character while adapting to the changing communication needs of the project as it evolves.

More than a marketing identity, the creative helps present Redleaf as one community for everyone, capturing the natural beauty and character of Orange through a contemporary and refined expression.

Traffic continues to work with Landcom as Redleaf progresses, evolving the creative across new land releases, project milestones and the ongoing development of the community.

Expertise

• Creative Development
• Art Direction & Design
• Place & Environmental Design
• Wayfinding
• Sales & Marketing Collateral
• Masterplans & Release Plans
• Digital Creative
• Campaign Development