Rare Earth
Land as an inheritance.
Overview
For Sunpure Homes, Rare Earth positions a plotted development as land to inherit. A botanical crest and layered landscape imagery connect the identity and brochure, and a campaign film follows a boy through the land as a future memory.
Brief and challenge
Plotted land is usually sold on maps and distances, which leaves little to feel. The brief was to keep those facts in view while giving buyers a reason to imagine the ground passing down a generation.
Role and deliverables
We shaped the brand identity, the brochure, the campaign film and the digital material that grew from them.
- Brand identity and crest
- Brochure
- Campaign film
- Digital assets
- Presentation visualisations
Process
The crest gathers sun, water, stone and leaf around a single tree whose roots end in a drop of water, rendered like inlaid and painted relief. Sculpted terraces in sand and moss green set the tone for the brochure, where connectivity, the master plan and the opportunity zone sit on warm paper beside the same layered forms. Some views, including the stone entrance wall with its deep green door, are presentation visualisations.
Outcome
Identity, brochure and film tell one story of inheritance, with the crest, the cream and green palette and the terraced landscape repeating across every surface. The printed brochure was also used at a branded event, in front of a backdrop that repeats the crest across a green and cream grid.
