Banyan Hill relaunches with new ‘Life’s good up here’ brand platform via Town Square
Banyan Hill, a masterplanned community located just south of Byron Bay, has launched a total brand refresh including a new ‘Life’s good up here’ brand platform, identity, logo and campaign from Town Square.
Just 30 minutes south of Byron Bay on the fringe of the hinterland above Lennox Head and Ballina, Banyan Hill by Intrapac Property delivers a coastal living lifestyle that is affordable for those wanting their own permanent slice of paradise.
With demand for northern NSW property continuing to surge, the new brand identity has been designed to articulate the project’s unique proposition and reinvigorate its market presence.
Melbourne-based independent creative agency, Town Square, developed the ‘Life’s good up here’, brand platform which captures the relaxed but aspirational lifestyle of the region, while the new logo and identity draws on playful, contemporary Australiana references, incorporating a sun-soaked aesthetic reminiscent of long days at the beach drawing figures on each other’s backs.
Creative execution includes stills photography by Jessie Prince and drone footage by Trevor King, both local talents, bringing an authentic lens to the community’s natural beauty, sweeping views and everyday lifestyle. The imagery evokes a sentimentality that is totally unique to this part of the world.
The relaunch spans out of home, radio, print, digital and social, supported by a full suite of brand collateral and communications.
Says Danielle Moeller, founder of Town Square: “With Banyan Hill, our challenge was to create a brand that didn’t just sell property, but captured the emotion of a sea-change lifestyle. ‘Life’s good up here’ reflects both the tangible benefits, views, space, proximity, and the intangible, that sense of belonging and everyday beauty that makes the northern New South Wales region so special.”
Says Sally Steinkrug, national marketing manager at Intrapac Property: “Working on the new brand for Banyan Hill has been an absolute labour of love for me. I am thrilled to be relaunching this naturally beautiful project, which is one of my personal favourites from our portfolio. We worked very closely with Town Square to bring our vision to life and their strategic insights and creative expertise has completely reimagined the brand.”
The campaign marks the first collaboration between Town Square and Intrapac Property, and introduces a revitalised identity designed to re-establish Banyan Hill as one of the most desirable new communities in northern NSW.