Creating The Bay Side of Life

The Anchorage is an Over 50s lifestyle resort currently under development on the shores of Hervey Bay. After being acquired by Serenitas, it was identified that the existing brand wasn’t reflective of the welcoming boutique-sized community, luxury facilities and incredible harbourside location. Starting with a new positioning, we set about transforming the brand, developing a portfolio of new brand assets. Together with a distinctive creative platform, this will enable the lifestyle resort to become a memorable talking point within both the Over 50’s market and the Hervey Bay community.

Introducing the Bay Side of Life.

For visual distinctiveness, we used the Hervey Bay coastline as inspiration to create a sweeping coastal curve that can be used dynamically to frame layouts and house design elements.

This was paired with a water & coral colour palette, gradients, custom icons and a classic font to complete the rebrand.

For the creative platform we developed a campaign that shows how a home at The Anchorage brings out a different side in people - allowing them to truly embrace an active and fulfilling new lifestyle.