Thornton is a new community that will totally change the face of Penrith. Our objective was to create a brand identity and campaign concept that would elevate the development from the standard marketing, which the audience have come to expect. We embraced the idea of ‘rural meets urban’, we communicated with friendly language and we created imagery that was stylish but down-to-earth.
The identity was created based on the idea that we would emphasise the last two letters of ‘ON’. These positive messages enabled us to create a particular tone that conveyed many of the attributes of living in this location, for example; ON the money, ON home turf, ON your bike. An additional suite of logos were created as graphic devices to articulate other compelling messages, such as ‘Destined for Greatness’, ‘The Future of Western Civilisation’ ‘Find Choice at Thornton’ and ‘Live it up – Social Powerhouse’. We changed the way people thought about living in Penrith, exciting people about what was to come with messages like ‘this is the start of something big’. The language was strong across the marketing campaign and it engaged buyers to connect and buy into the vision. How sure are we? People lined up to buy, and even at the most premium prices the area had ever seen, each stage sold out quickly.