MOJO URBAN LIVING

Our client came to us with the forward thinking plan of building an estate consisting of terrace houses on microlots in Cockburn. The concept was modern in inspiration yet historically referenced trendy Melbourne and Sydney townhouse living. With mainstream WA not yet familiar with this approach to living, our client sought our skills to encourage early adopters and help sell ‘The New Australian Dream.’

DESIGN
It was time to change the conversation. If we focused on the size of the land we would lose out to the existing mindset that ‘bigger is better’. Our uncovery process revealed we had to promote something greater than a home and land package; an aspirational way of living. Naming played a key part expressing the energy of this lifestyle, representing freedom and spirit. Our Positioning Statement: Live what you love evoked the possibilities of a life at and beyond Mojo. Because this product was new to Perth’s southern corridor, we needed to define likely clusters of people who this would appeal to. To do this, we created research based customer personas.

CREATIVE
Design influence for Mojo sprung from our Customer Profiling and Positioning Statement. Live what you love represented a passionate nod to life and the desire for daily excitement. For our logo design, we drew inspiration from terraced housing, with symbols that represent closely situated homes sitting above an edgy font, deliberately coloured mono in anticipation for the energetic background colours and imagery that would surround it. The visual language we built encompassed fun and energy to reveal Mojo as a place where you could Live what you love.

DIGITAL
To make waves within an extremely competitive home buyers market we took a fresh approach to our client’s website. We left behind the traditional approach of real estate websites, choosing to focus on the Mojo lifestyle as their unique selling point, as well as the value of buying from a developer with nominated home builders.