A new sense of style on the Sunshine Coast

Brand consultancy Principals has today unveiled a new luxury residential brand “The Coolum Residences”. The Coolum Residences property development is a joint venture between Lend Lease and Sekisui House, located adjacent to the Hyatt Regency Coolum resort on the Sunshine Coast.

The new brand was created after the sale of Hyatt Coolum earlier this year, with the launch timed to coincide with the 2011 Australian PGA Championship .

Previously marketed as “Come Home to Hyatt Coolum”, the challenge was to create a name and identity that clearly positioned the brand as a place to live with access to the 5 star facilities of the Hyatt Regency Coolum.

Tess Shaw, Strategy Director at Principals, said “the branding challenge was complex – to develop an umbrella destination brand for the development that would convey luxury living, support ongoing land releases and be clearly connected to the resort – without being confused with the resort. It’s a crowded market, with many development brands claiming luxury and using resort-like imagery and language.”

Nicky Graham, the Lend Lease Marketing Manager for The Coolum Residences said: “The proposition of The Coolum Residences presents a unique, peaceful and family lifestyle in which to live. Principals helped us to create a refreshed brand identity that really sets us apart, and communicates what we’re all about – we’re really excited with the work they’ve done, and the opportunity this gives us to build on the already successful development.”

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Press Release - Principals - 7th October 2011

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