Ingenia Lifestyle: Scenic Rim

Ingenia Lifestyle, the community building division of Ingenia (a property development and management company), wanted to take a different approach to a new-build over 50s lifestyle community planned for the Scenic Rim on the picturesque outskirts of Brisbane.

With intentions to lure interest via a destination branding approach, and to leverage placemaking thinking to create a more connected community of residents, Helm was contracted by the company to develop a comprehensive brand strategy, brand identity and placemaking strategy.

Realising the depth of heritage-based storytelling opportunities (brand and place truths) present, while also leveraging the region’s unique natural environment, Helm set to work to carve out a clear, compelling, consistent and connected narrative and set of touchpoint for Ingenia to consider as part of its pre-development planning.

Helm firstly conducted thorough research, delving into the area’s rich history and fast-moving demographic changes. This research was married up with understanding the shifting needs of over 50 audiences, and their fears and desires, especially associated with living in a lifestyle community. With Ingenia Lifestyle wanting to push the mould with this property development, while also wanting to create new and premium appeal through considered destination-style branding and placemaking, Helm leveraged its research to help Ingenia differentiate this product from all others.

Uncovering story-rich historical tales from the local area, and matching these up with target audience needs and wants, Helm was able to craft a brand positioning, brand strategy and branding narrative shaped around truths and emotional pulls. This anchored brand identity development (including naming) around a ‘spirit of adventure’ found in both heritage references and audience desires.

Crafting a narrative-infused place vision helped to then inform product and experience recommendations to help bring the positioning to-life through connected tangible elements, such as welcome gifts and collateral, house and street naming, landscaping direction, clubhouse and common area inclusions, volunteering and community connection, and a calendar of community events, celebration dates and local area outings.

Helm’s strategic work formed the brief for design studio John+John, who then visually brought everything to-life.