Alkyra – Beveridge

Background
For 30 years, Allam has worked diligently to become one of the most respected developers and home builders in NSW, with homes and estates spread across many of Sydney’s most popular areas. Following its success in NSW, Allam Homes is now expanding into Victoria with its inaugural Alkyra project in Beveridge.

Traffic was tasked by Allam Homes to create their first master-planned community in Victoria. Although the Allam brand is a household name in NSW, the brand is relatively unknown in Victoria. Our challenge was not only creating the project brand and place strategy, but also launching Allam’s trustworthy brand and ready built “Easybuy” homes into the highly competitive Victorian property market.

Strategy
Located within the suburb of Beveridge, we set out to create a community that celebrates connection, everyday enjoyment and boundless opportunity. Alkyra was positioned as a place to ‘Live Brighter’, offering an elevated yet affordable lifestyle, surrounded by an abundance of amenity in Melbourne’s northern growth corridor – which is currently undergoing an enormous transformation. Alkyra presents an exciting opportunity for those looking to join a vibrant new community.

Solution
Inspired by the community and a brighter place to bring up your family, Traffic created a vibrant, colourful and dynamic brand specifically targeted at first home buyers to highlight the idyllic surrounds, natural parklands and relaxed environment, celebrating a future underpinned by community values and the creature comforts of home. To launch Alkyra, we created a full suite of materials – brochures, stage release materials, website, signage & hoardings, sales centre, digital and social assets, and executed a fully integrated marketing and digital communications campaign.