Crafting a Winning Brand for a Residential Community

In this episode of Brand Intelligence, host William Tyree sits down with Vinay Raja, Creative & Digital Director at AVJennings, to unpack the award-winning branding campaign behind the Somerton residential community in Melbourne. With a rich history dating back to 1932, AV Jennings has long been a cornerstone of Australia’s property development landscape - but standing out in a crowded market takes more than just legacy. Vinay shares how his team drew inspiration from Somerton’s equine roots to create a bold, distinctive identity that resonates with modern homebuyers. From navigating local competition to balancing heritage with forward-thinking design, this campaign is a great example of thoughtful community branding. Discover how AV Jennings leveraged storytelling, stakeholder collaboration, and strategic visual elements to win a Brandie Award, and why good branding is just as critical as the product itself. Tune in for insights on the creative process behind Somerton’s vibrant, horse-inspired branding, and how it sets the community apart in a crowded suburban market. We’ll explore why emotional connection often outweighs logic in real estate branding, and how to strike the right balance between honoring history and designing for the future. If you’re a compliance, marketing or brand leader looking to improve campaign production, approvals, digital assets and brand governance, visit us at http://www.intelligencebank.com Learn more about AVJennings at https://www.avjennings.com.au/ Subscribe to the Brand Intelligence podcast on your favorite platforms: