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Domaine Homes

In early 2016, Clarendon Homes saw a need in the New South Wales market for more affordable homes than what they currently offered. A new sister company - Domaine Homes - was founded that would streamline the building process with pre-designed colour schemes, pre-selected inclusions and limited floorplan options to keep costs low. After the success of a similar brand launch in Queensland, Clarendon gave Lewis & Love two months to create and launch the brand, and ten months to oversee the opening of three new display villages.

{ Connect }
A bold "Ferrari" red was selected for the branding to cut-through the market and large photography ensured the viewer's attention was captured and engaged.

{ Communicate }
The tagline "Affordability is our domain" was used extensively, often in combination with "starting from" price points, and begun Domaine's positioning as "most affordable builder" in the market. This was balanced with beautiful interiors by Coco Republic to ensure the product was perceived as good quality and hence good value, instead of just cheap. A by-line of "by Clarendon" was used on strategic items and allowed the new Domaine Homes to leverage off Clarendon's well established reputation.

{ Cultivate }
On trend, digital-like graphics with short, sharp copy were used to resonate with the younger target market, showing that Clarendon was listening and answering their specific needs with Domaine. Naturally lit photography, openness in communications, fresh independent testimonials, easy to understand promotions and consistently clear and straightforward collateral, all combined to cultivate an honest and loyal relationship with the customer.

Material produced included promotional campaigns, radio, press advertising, collateral, corporate signage, display signage, packaging, merchandise, EDMs, stationery, interactive touch screens and tablets, as well as interior design of the sales offices and colour studio. By the end of Lewis & Love's twelve month contract in early 2017, Domaine had successfully opened the three display villages with another two to follow soon after, based on sales that had far exceeded all expectations.