Oakfield Park Presentation

The Brief

Develop a brand identity for a new, five phase housing development on the up market Jordanstown Road in Co. Antrim. The initial name submitted for the development was Jordanstown Park. deliverables Brand Identity, 3D CGI Renders, Development Brochure, Phase One Brochure, Brochure Folder, Sneak Peek Website Design & Build, Full Website Design & Build, Flyers, Postcards, Roll-up Banners, Online Advertising, Outdoor Advertising Campaign (Billboard & Adshel), Social Media Marketing, Drone Photography & Videography, Purchaser Management System.

Research & Development

the concept Jordanstown is very close to Belfast city centre and is only a short commute away, but is also situated on the shore line providing unlimited walks and the site itself is surrounded by mature trees. The identity needed to appeal to professionals that commute to the city but prefer to live in a more rural setting, therefore we explored the ‘Park’ ethos and looked at National Parks, city parks and country parks.

Brand Identity

initial logo development The identity needed to be clean and orderly as we wanted it to appeal to the up market professionals who commute to the city during the day but want to escape city life for a quieter setting. Our thoughts were to choose a crisp San-serif typeface and engrave it into wood as this represented the mixture of modern living in a rural setting.

Brand Identity

initial logo development

Once the typeface had been selected and the wordmark established, we began working on a logomark. Due to the nature of the site and the link to park life, we felt that something nature related would work best. We settled on two options, a tulip style logomark (tulips and daffodils appear in all parks and usually signify the start of spring) or a tree style logomark (tree lined avenues within cities were the inspiration behind the formed trees). Both logomarks are like the wordmark in that they are clean and crisp, with the tulip logomark being slightly softer than the trees due to the soft lines and curves..

Brand Identity

final logo

The original proposed name was turned down by the council and the name ‘Oakfield Park’ was put forward by a council member. Fortunately the new name still worked well with the preferred logo and only required a slight amendment.

Brand Identity

colour palette & typography The original logo was designed in black and white as a colour palette had not yet been identified, however due to the name and nature of the development we looked at greens for the colour palette. There are so many shades of green within parks all year long and through every season. A rich soft green was chosen with additional complimenting colours added into the palette. The logo font Aquawax has a very distinctive form so it was decided that it would be best kept for use in pull quotes and headlines and Raleway would become the main font used throughout the development brochures and marketing material. Libre Baskerville Italic was a later addition to the brand as it added a traditional and rustic touch to balance the clean and crisp Raleway font.

3D Visual Renders

We were supplied the architectural drawings by the Architect and began to model up the 3D CGI Renders. Initially beginning with Grey Scale models and adding the finer details as they were agreed by the developer. These would be used for marketing purposes.

Marketing

brochure design The Oakfield Park development will comprise of five phases over a period of five years, with the initial launch being of Phase one only. We felt that the development required it’s own individual brochure that captured the lifestyle, leisure and living in the development and area, along with a separate brochure for phase one with all the house types, floor plans and finishes. We designed a double pocket folder so that when opened both brochures sat side by side. This was to allow for future phase brochures to be either added in or replaced. A development colour palette was also established to colour code each house type within the development.

Marketing

brochure design The brochure folder, development brochure and phase brochure were finished with a soft touch lamination to add a high quality feel, with a silk stock used for the inner pages.

Marketing

drone footage We used our drone for several elements of the project, from aerial photos for the brochure to show the outline of the site, to a promotional fly over video. We will continue to use the drone as the development progresses and for the future phase brochures to show the houses in phase one.

Marketing

sneak peek website We developed a sneak peek website landing page using Cross Media. This allowed viewers to answer a few multiple choice questions in relation to their buying status/ requirements and they were presented with the house type that best met their criteria.

This was used as a marketing tool to build hype and anticipation pre-launch.

Marketing

online In addition to the sneak peek landing page we developed a series of online ads to promote on property websites and on Facebook. We also manage the facebook page, ensuring it is updated regularly including boosting posts. Using the drone footage we created a promotional video and uploaded it to Facebook. Within 24 hours the video had over 7,500 views..

Marketing

collateral To coincide with the online marketing campaign and to promote the launch of phase one we arranged a promotional mail drop in the local area and produced postcards and flyers along with roll-up banners for the sales agents office.

Marketing

outdoor An outdoor marketing campaign was also included for phase one, comprising a series of billboards and adshels within targeted locations along with a full page advert in the Belfast Telegraph Home Finder, which has national circulation.

Marketing

website Once the development was launched we developed the website to incorporate all the information on house types, development plans and specifications. The registration feature is still a primary function on the webpage which collects all the data for the sales agent to contact the interested party. A blog post and gallery function also allow viewers to keep updated with the progress of the development. There are 5 planned phases for Oakfield Park so the website will allow us to launch each phase and easily keep the information up to date.

Marketing

site signage & hoarding The site signage and hoarding was designed to accommodate each phase as the development progressed. Taking into consideration the facing properties, we opted for the warm rich green colour so that it blended into the surrounding trees and didn’t look like a standard building site compound. For the marketing signage boards we used the same imagery of the oak tree used in the brochure and marketing collateral. We also spec’d wooden posts in order to blend into the natural surroundings. We included a strip on the marketing board that can be updated with new messages as the development progresses.

Data Management

purchaser management system After the launch of phase one, we worked with the development team to create a purchaser management system. With 14 houses in the first phase, and five different types of houses, the purchaser has multiple options available with regards to finish and specification. To simplify things for the development team, each purchaser gets their own PURL where they can log in and make their preferred selection (paint colour, tile choice, etc). Once completed this is collated into a single document which can then be used by the development team and building contractor to ensure the purchasers requirement are met. It also means that the sales agent doens’t have to chase the purchaser for the information as the system can send reminders when a deadline decision is required.

produced by the creative team at Minprint

minprint design studio 401 Castlereagh Road, Belfast, BT5 6QP 028 9070 5205 - sales@minprint.co.uk www.minprint.co.uk