A new land lease brand for a leading home builder
Monterey | For Allam Homes
Monterey
Allam Homes is one of New South Wales’ most established residential builders, with a long history of delivering quality homes and communities. Monterey on the mid north coast of NSW is the business’ first move into the growing land lease living sector. Allam Homes partnered with us to create a brand and marketing strategy that would confidently introduce their new direction to the market.
Drawing on our extensive experience working with leading land lease operators, including Lincoln Place, we helped shape the identity of Monterey. A resort-style over-55s community in Kendall on the beautiful mid north coast, Monterey is designed for active, independent living. The community combines contemporary homes with exceptional lifestyle amenities and the freedom that makes land lease living increasingly appealing to Australian downsizers.
The success of the launch has since led to our continued partnership, with One Fell Swoop now developing the branding for Allam Homes’ next three land lease communities across New South Wales.
Branding & Marketing
Launching Allam Homes into a new sector required more than a campaign. It required a brand that would clearly communicate the unique appeal of land lease living while establishing credibility with an entirely new audience.
We created Monterey’s distinctive brand identity, developing a contemporary look and feel that captures the relaxed coastal lifestyle at the heart of the community. The visual language was designed to celebrate freedom, connection and active living, helping differentiate Monterey within a rapidly growing market.
Our marketing program has included a comprehensive suite of customer touchpoints, including:
- Eye-catching outdoor advertising in high-visibility locations
- Wayfinding and community signage
- Premium brochures and sales collateral
- Prospect events designed to build local engagement
- Digital marketing assets supporting ongoing lead generation
- Bringing the lifestyle to life.
We recently produced a suite of 30-second and 15-second television commercials, filmed over three days with a combination of residents and professional talent. The campaign showcases the genuine spirit of life at Monterey — from neighbours enjoying the clubhouse, tennis court, bowling green and resort-style pool, to the wider lifestyle offered by the region and proximity to Port Macquarie.
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