Sydney’s cluttered property market continues to present challenges for developers. We immersed ourselves in a strategic and naming phase that pre-empted a ground-breaking property campaign for Amara Living’s, Amara Alexandria. The core brand idea – ‘happiness from beauty’ – drove all brand and marketing communications and set this development apart by tapping into our love of curated, creative lifestyles.
Creating communities is central to any property marketing project. We tapped into the developer’s vision and strategically uncovered the brand’s essence using our analytical framework to arrive at the key insight – ‘happiness from beauty.’ The brand name itself, Amara, is a woman’s name meaning ‘beloved’, fitting perfectly into the brand’s philosophy which acknowledges that beauty resides in the detail, holistic happiness and the idea of a life well-lived.