Oliver Hume and Oreana Property Group

Project Type

Brand Narrative


Oliver Hume (sales agent) and Oreana Property Group (developer) required a new brand narrative for Deanside Central, a residential property development located in Deanside, Victoria. While the agents wanted to retain their logo, the existing brand lacked clear differentiation from its competitors and also failed to tell a compelling story about the lifestyle of living in the region.


The new brand narrative consisted of a new strategic positioning line, colour palette and graphic expression.

After extensive research, a new brand positioning line ‘All within reach’ was developed that talks directly to the key selling point. That is, Deanside Central is not only about owning a quality home, but providing the opportunity to be part of a destination that gives you culture, nature and a convenient lifestyle – all within reach.

A new colour palette was created based on the themes of culture (a large Indian culture resides in the Deanside region), nature and lifestyle.

A bespoke and unique graphic expression known as ‘Deanside Patterns’ was created that sets Deanside Central apart from its competitors. The patterns are a series of aerial views that depict the natural surroundings of the Deanside region and also the proposed residential development. These were applied to all the marketing collateral giving Deanside Central an aesthetic value of sophistication and style.