Octave

Background
Jinding Australia, a Chinese backed developer originating in Qingdao, appointed Traffic to launch its new boutique master planned community – Octave, in Junction Village, a very small suburb alongside Cranbourne in the booming south-east corridor of Melbourne.

Jinding pride themselves on doing things differently, positioning its brands as premium, thoughtful and considered, with a strong focus on the environment.

Octave will represent these values, with the development set to create an engaged community featuring heathlands, wetlands, walking trails and picnic areas and is rich in amenity from its close proximity to Cranbourne’s main shopping precinct.

Strategy
Octave offers its residents a more far more premium offering than its local competitors, with the boutique community situated in the heart of Cranbourne and surrounded by the natural beauty of the plush botanic gardens.

For this reason, Traffic decided to hero the natural attributes, location and assets of the property when creating the brand identity, highlighting the communities abundant natural beauty. Developed to suit the immediate and long-term needs of residents whilst protecting the natural environment, the messaging reflects a place to escape the chaos of modern life, unplug, unwind and connect.

Solution
When creating the brand identity, there were a number of elements behind the inspiration for the name – Octave. We took into account several factors including the name of a famous meteorite found in Cranbourne in 1854 (Octahedrite); the number of sides that the land has; and the number of planned releases (both 8). In addition, the musical reference to the name communicates a natural phenomenon seen by the harmonious balance between the beautiful botanical surroundings and the access to local amenities and infrastructure.

Octave is the antithesis of a cookie cutter estate and its timeless brandmark will forever communicate both its uniqueness and exclusivity.