Infinity Park, Norwest.
Where life, work and play intersect in a bold and evolving precinct.
Infinity Park is an integrated precinct in the heart of Norwest, overlooking Castle Hill Country Club. Three residential buildings including a sculptural 23 storey tower and two boutique heritage inspired low rise sit adjacent to a 4700sqm commercial innovation hub, enveloped by nature and a sophisticated resort style leisure offering. Developer Haitchin appointed Rare to create the Place Brand Strategy for the precinct in addition to separate identities for the commercial and residential components. In our early workshops with the project team, a consensus was reached that the majority of buyers both for the residential apartments and commercial suites would be local with a fairly even spread of owner occupiers and investors. It was also determined the depth of the local downsizer market warranted a place brand which talked directly to their desires and aspirations.
Haitchin
Sector
Apartments
Commercial
Communities
Place
Brand Identity
Brand Strategy
Content
Creative
Digital
Environments & Wayfinding
Rare worked with the project team to develop a suite of collateral, including a series of interviews with the architects, engineers and leading property experts to help build confidence in purchasing off the plan. FAQ’s, detailed inclusions material and a strategic buyer journey plan rounded out what was a very considered campaign, complemented by an immersive display and place story and inspiring take home collateral.
Rare’s Place Brand strategy for Infinity Park resulted in price record for commercial suites & $80m in residential sales at launch.
