Developed distinct brand identities for new and acquired communities, balancing local personality with Hometown’s cohesive national brand system and strategy.
Client: Hometown Australia
The Challenge
Hometown Australia acquires and builds several new communities each year, each requiring a unique brand identity that fits within the broader Hometown brand. In this case study, I explore two examples:
- Suncrest, an existing community acquired in 2025
- Parkside, a new development launching in 2026
The Solution
I designed the logo, brand colours, and hero imagery for each community, ensuring they aligned with Hometown’s brand system while reflecting local character, audience, and market positioning.
For Parkside:
- Located in Yamba, a quiet coastal village with a boutique vibe
- Popular with retirees from Sydney, Brisbane, and the Gold Coast
- A new development featuring resort-style amenities and modern architecture
- Positioned mid-range among competitors, but premium within Hometown’s portfolio
I created an elegant, refined brand identity using flowing shapes to evoke water and calm. Jewel tones and minimalist forms convey quiet luxury and serenity—capturing the essence of this coastal retreat.
For Suncrest:
- Situated in the heart of the Gold Coast, surrounded by retirement competitors
- An established community with older-style homes
- Targeting residents who value urban convenience and social connection
Inspired by the sociable sulphur-crested cockatoo, I designed a minimalist logo that celebrates vibrancy and warmth. The bright yellow palette reflects both the bird’s crest and the iconic Gold Coast sun—uplifting and instantly recognisable.
The Result
Each logo speaks directly to its community’s unique audience while sitting cohesively within Hometown’s suite of 60+ brands. The identities stand out in competitive markets and communicate the spirit of each place with clarity and charm.