The Orchard is Townsville’s newest and most exciting large-lot master planned community (at the time of writing this!).
TBD was asked to create an identity that visually represented the lifestyle and ethos the developer wanted to create – a mixture of clever urban design with convenient rural-style living. The language and design encouraged growing fruit trees, keeping chicken, being neighbourly and generally enjoying what the Orchard lifestyle offered.
Of course, the identity also needed to have impact and a point of difference to stand out in the market.
We moved away from using the ubiquitous hero image of the 'happy family of four holding hands' – instead focussing on the key selling points to drive the creative.