Client: Defence Housing Australia

Task:   Brand creation & activation


Our challenge was to create and activate a brand representing Defence Housing Australia’s largest masterplanned development of 1,300 individual homes spread across 98 hectares of parkland in the Townsville suburb of Rasmussen.

A brand to define an entire suburb

We developed an underlying brand essence, story and positioning that connected the development to the regeneration of a tired suburb with unlimited potential. This led to the name ‘Bluewattle’ and the design of a unique visual identity and language that was launched across integrated media including print, digital, TV and outdoor.

From the interior design of the sales suite to way finding and road naming, the Bluewattle experience continues to engage and deliver results.