The Challenge
Malane are nine well-proportioned ‘boutique apartments’ ensuring that sense of home, while still living within the vibrant Bentleigh East local community.
The challenge was to position Malane distinctively; beyond that of ‘just an apartment’ as there were many other developments within the area competing with Malane.
The Solution
Imaginitis developed a brand identity that reflected a sense of place, home, quality, style and elegance. The Malane brand combined outstanding contemporary boutique living with all the advantages of an established central neighbourhood rich in lifestyle choices. Malane boutique apartments were to be the younger, fun going, contemporary sister of the older Brighton.
Imaginitis created the Malane logo, which takes its inspiration from exotic flowers with similar names to capture the timeless elegance and appeal of this stunning boutique development planted in the very heart of cosmopolitan Bentleigh East. It’s why an aeroscent system was to be installed to generate floral natural scents in the foyer – just to remind you every day that you’ve found your special place. Welcome home.
Malane apartments were further positioned around living/lifestyle, as it’s located within walking distance to trendy shops, cafes, gyms and parks – an abundant choice at its doorstep.
A Welcome Home gift was created as an introductory offer. This gift included expert advice and substantial discounts for home accessories from selected suppliers. It was called Home +. Some of the suppliers include: Bose, Freedom Furniture, Perfect Blinds and Weylandts.
A Welcome Home signature was created just to remind you every day that you have found your special place.
The Outcome
With the launch of the marketing campaign and display suite, Malane generated a consistent pipeline of qualified buyer enquiries. The distinctive boutique positioning helped differentiate the development within a competitive market, strengthening perceived value and creating strong interest from buyers seeking a more personalised, lifestyle-focused apartment offering.
What we did
Brand Management
Brand Identity and Positioning
Art Direction
Creative Concepts
Graphic Design
Copywriting
Website Design
Online Marketing
Video
Direct Mail
Advertising
Brochures
Floor Plan Drawings
Signage
