The face of Riverstone is changing, with multiple competing land developments in the area. Bench was asked to develop a brand and personality for a new development site Hamilton Grove. The strategic challenge was to find a unique point of difference from the neighbouring ‘very’ similar estates. Hamilton Grove’s strategic difference was born from their longer lot sizes, ie: for the same 9m wide lot, Hamilton Grove’s blocks were approx 2-4 meters longer…

Simply meaning more space, an all important factor in the choice for the known target market. The big backyard is where life happens, it’s bold, loud, fun, messy and full of life. The design is fresh and open, an undecorated and contemporary feel, which is still vibrant and full of life. The positioning line ‘the space for life’ is intentionally open ended – the idea that the home frames your experience of family life, and alluding to the idea that more space = more life.

Design Deliverables

Brand strategy
Brand Identity
Brand book

Responsive web design
Web development
eDM development

Brand brochures
Print & digital sales collaterals
Sales centre graphic layout

“Bench completely nailed the brief to stand out from our many competitors! The Hamilton Grove brand is bright, bold and modern but still friendly and fun. The development has been extremely successful so far with over 50% of the land sold out on the first day we opened. Thanks to the great branding and campaign coordination by Bench, we have also maintained a steady flow of new leads since the estate was launched three months ago.”

Wendy Boyd,
Marketing Manager – Hamilton Grove