Hometown Australia
Hometown Communities is the largest operator of land lease communities in Australia.
Background
Hometown Australia is the local arm of the US housing operator, Hometown America. Since commencing their active expansion across Australia, they have become the largest operator of land lease communities in the country, most recently acquiring Gateway Lifestyle. Having launched in America more than 20 years ago, Hometown is an experienced operator of its established lifestyle communities for over 50s. Traffic was tasked with providing clarity around the Hometown brand with the new acquisition of Gateway and to determine the optimum positioning for the brand in the Australian market moving forward.
Strategy
Traffic conducted research into competitor lifestyle communities to determine how their brand structure, positioning and visual aesthetic adapted to each community. A key insight from this audit of competitors uncovered the need to balance uniformity and individuality for the various communities. Hometown Australia needed their communities to speak for the umbrella brand – Hometown Australia as well as owning their unique flare.
Solution
Traffic rebuilt Hometown Australia’s identity to enhance community unification and brand consistency. The framework created by Traffic allowed Hometown Australia to underpin each community with the trust and expertise of Hometown, while the complex design system and use of colour allowed each community to embrace their individuality and place within the local area.
