Aster
Project: Placemaking brand
Asters new housing development on the south coast required a brand and campaign to drive sales. The homes themselves are template new builds which limited what we could leverage to attract potential customers, so to generate interest I used the surrounding area to develop a campaign which used the heritage of the locations proximity to the New Forest.
Disciplines
Concepting
Branding
Design
AI generation
Copywriting
Year
2024
Agency
Resource
Orchard Gate
A natural site with royal connections.
Historically the site of the proposed Dibden Purlieu development was part of the New Forest, classified as a ‘Royal Forest’ with laws set by the crown.
During the 12th century however the boundaires we’re changed which in turn created a new area in which a new community would develop.
Surrounded by the existing habitat of the New Forest and its new relaxed laws relating to hunting and acess, the Dibden Purlieu area was abundant with wildlife and natural resources.
A brand with regal heritage
The brand inherited a sense of heritage, using a serif font with ornate details in the character forms and an icon which felt like it could be at home on the pages of an old manuscript, but with a simplified form for modern application.
The colour palette become an extension of Asters main core colours but with tones to help give the brand depth.
Our cast
of new forest residents
Using Midjourney we assembled a collection of animals native to the New Forest area and gave them a royal glow up. Dressed in regal garments roughly befitting of the 12 century.
Key visuals
This gave us an engaging set of visuals which would allow us to talk about the homes on offer without focussing purely on the technical aspects of the properties.
Application examples
Activations around the brand included the opportunity for the new home owners to have portraits of their pets depicted in a similar regal style and supplied as a framed print upon their arrival at their new home.
It was always importantpart of the brief was that that the brand felt sympathetic to the area it was being built in, although the properties themselves have a lower price point, the street on which they are built is above average so it felt appropiate to give the identity a sense of prestige and drama.