Smeaton East
Smeaton East, a land subdivision in rural Victoria, presented a unique opportunity for our property development client Gestalt. Set among gum trees, the project maintains the natural landscape, while also introducing a quiet new tree-lined enclave to the area. As the creative partner, JAC AND developed and executed a campaign strategy with a valuable point of difference.
LIVED ETHOS.
Gestalt want to challenge the norm, lead by example and deliver projects they're proud to put their name to. Smeaton East gave them the chance to live their ethos. Demonstrating generosity, lot sizes are well above average, fencing and infrastructure are high-quality, streets are wide and the area is revegetated with native trees and plants. We followed through by creating a campaign that celebrates the beauty of the surrounding area without overselling.
EARNING TRUST.
Land subdivisions generally don't require a refined marketing campaign, but Smeaton East presented an opportunity to earn trust — for the project and, importantly, for the Gestalt brand. We developed a lean yet meaningful strategy, curating a talented team of collaborators to deliver a campaign executed with integrity. Each element works hard to both entice buyers and build reputation at the same time.
KEEPSAKE MARKETING.
Alongside well-executed necessities like ads, maps, site signs and social content, we created a piece of marketing worth holding onto. Commissioning Kristoffer Paulsen to capture Smeaton East and surrounds through his lens formed the foundations of the campaign. The Smeaton East photo book showcases the beauty of the area and Gestalt’s commitment to design, quality and generosity.
Devoid of marketing slogans and sales pitches, the Smeaton East photo book is purely an object to hold and keep.
THE ROAD LESS TRAVELLED.
By challenging the norm and taking a non-traditional approach, Smeaton East demonstrates authenticity, creativity and care. The intentionally lean and generous campaign shows that Gestalt are a property developer who genuinely want to do things differently. An exercise in earning trust through doing rather than telling.
Folio shots by Gavin Green. Typography by Grilli Type.
