Off-the-Plan Project Brands

Scope: Creative direction · Brand identity · Logo design · Copywriting · Visual systems · Property marketing

Off-the-plan property is a category where brand does serious commercial work. Buyers are committing to something that doesn't yet exist — which means the brand has to do what the building can't yet do for itself: create trust, desire, and a clear sense of place.

Studio Joel worked with NPA Group to develop individual brand identities for multiple residential projects across South East Queensland — including Nineteen First Avenue, Belvue Broadwater, Centred Capital, Sana Miami, Broadfield Merrimac, Harbourside Villas, and Sunset Broadbeach.

Each project required its own distinct identity: a name, visual language, and tone of voice that reflected the character of the development and the aspirations of its target buyers. Studio Joel handled creative direction, design, and copywriting across the entire portfolio — ensuring each brand stood alone while maintaining the quality standard expected across the group.

Production of Isle of Capri Suburb Overview. Script writing, coordinating talent and overseeing video edit.

Production of Sana Lifestyle, Design and Architecture Video. Coordinating talent, interviewing and project manager.

Production of Ocean Suites Lifestyle, Design and Architecture Video. Coordinating talent, interviewing and final edit of video. Full project management.