Ingenia Lifestyle Communities’ focus is on the well-being and happiness of their residents. They are committed to providing quality, affordable homes to suit the different lifestyles and pursuits of Australians over 50 in Queensland and over 55 in New South Wales and Victoria. Ingenia Lifestyle was formed in 2013 by Ingenia Communities, the leading owner, operator and developer of quality, affordable seniors lifestyle communities in Australia.
With a robust pipeline of greenfield communities to be delivered in FY22 and beyond, Ingenia Lifestyle engaged Traffic to establish the brand platform, architecture which will allow for the creation of unique place identities and positioning for each community, with the aim of generating greater demand with a focus on the unique target customer segments in the over 55 market place.
This included a brand strategy document encompassing: Vision statement, Brand value proposition, Brand promise, Brand pillars (aligned to customer values), Brand personality and tone of voice, SWOT, place experience statement, brand architecture and the development of a new dynamic design system that allowed for the projects to establish their own unique identity, yet still fall under the strength and reputation of the leader in innovation for the over 50’s communities sector in Australia.
Traffic conducted a series of workshops with the Ingenia team and consultants to determine how their brand’s structure, positioning and visual aesthetic adapted to each community. As part of the process, we looked at the strengths, weaknesses, opportunities and threats to the market in each geographic location in order for the brand to establish itself as in a class of its own and create a distinct positioning and brand platform for the future of their future communities.
Natura Bobs Farm was the first community to enter the market as part of this greater project, and the following small sample of work to follow was created to amplify the brand and customer experience across multiple touchpoints.
