MIDHURST VALLEY URBAN SPACES
Giving nature a
new home.
How do you give life to a community in a place no one has heard of and resonate with three very different target groups on a personal level?

How do you give life to a community in a place no one has heard of and resonate with three very different target groups on a personal level? For Midhurst Valley, we conducted in-depth research into the behaviors, needs, and problems these groups were facing for their housing needs. We chose three real families from each target group and spent several days unearthing insights into their lives and how we could tap them for our communication.

For the first time in this industry, real, Canadian families were cast for the campaign, and we showcased their story as to why they bought into Midhurst Valley. Each family's story centered around the insight and problem they were facing.

From wanting to move out of condo lifestyle due to a growing family to upsizing without losing out of the local charm of the area, all the way to finding a quieter community which compliments their luxurious lifestyle, each part of our campaign focused on one issue that prevailed within a larger community and addressed it through compelling storytelling that highlighted why Midhurst Valley is the natural choice to their needs.

Our campaign promise
‘It's in your nature'
became a direct call to
action for prospects to
follow their natural
instinct and come live at
Midhurst Valley.

Our branding amplified this thought further as we took visual cues from branches and the trunk of the trees surrounding Midhurst and turned them into a unique brand identity and visual vocabulary system. The sales center was designed like a contemporary chalet with a chic style to enhance, further conceptualize and seamlessly integrate the “nature” concept of the branding. A modern exterior facade has been developed reflecting the chalet-style through the central high impactful images that highlight the entry area of the sales centre. From the logo to the brochure, sales center, and website, our identity resembled the experience of walking through the Hickling Trail next to Midhurst Valley.

Our campaign generated more than 4 million impressions and helped capture 14,000 leads, more than 90% of them coming from the three target audiences. The four builders combined sold 243 lots out of the 248 released within a week of the launch.