SALFORD LIVING BRANDING
SERVICES USED
01.07.09
A subsidiary of IOR Group Limited, this group of 8 retirement villages located in three states had a distinctly different branding for each village, but wanted to unite them with a master corporate brand which would unify them into a cohesive whole and make them instantly recognisable as part of the Salford Living brand, while also retaining a point of difference for each state and community.
The tri-layered multi-pointed logo we developed is representative of the different villages coming together into one unified community. We then used unique colour harmonies to adapt the logo to each state.
For Queensland (Bellcarra and Saford Waters) we used gold and blue to represent the golden sands and blue waters of the beaches. For Victoria (Gillin Park, Salford Park and Tarneit Skies) the warm grey and green used is reminiscent of the leafy city streets and urban appeal of Melbourne, and South Australia's colours are the traditional burgundy and green heritage colours that are so common there (The Grange, Salford village and Unity village).
In our creative applications we wanted to achieve a friendly, fun and young-at-heart image, while complementing Salford's strong community focus. We decided to visit some of the villages and capture some candid shots of the residents. We then tagged these with the resident's name and a short quote or anecdote from them to personalise the images.
This approach allowed us to showcase both the wide range of activities the Salford villages offer, and the residents' keen zest for life, making the re-branding also a strong marketing strategy.
studio equator's unique branding, and logo design, and our production of applications including business cards, corporate and village stationery, sales brochures, newspaper and magazine advertisements, corporate guidelines an annual report and a marketing DVD have all combined to embody a fresh strong and unified branding.
Salford Living's new image also led to a merger with Aevum, an ASX listed company, who own & operate 17 other retirement villages nationwide.
