“Sculpted by Water”
Coast is a pure expression of modern luxury developed by Sammut Group. This 6-star 43 storey residential building rests on the absolute beachfront of the Gold Coast.
Built with precision and functionality to capture the sculpted beauty of nature and the bliss of functional, modern living, Coast is the purest expression of natural, integrated luxury that the Gold Coast has ever seen.
This property development is the first of its kind and presented the branding and marketing solution with a few challenges to overcome.
First of all, it is an offer of absolute luxury for the Gold Coast; a market offering no competition at this level. Furthermore, as much as Sammut Group was highly recognised and well-known for their first class work in the Sydney market, the developer needed to gain awareness, consideration and preference from potential buyers in order to feel comfortable to purchase a property residence from them.
The strategic platform and the brand needed to carry the quality and uniqueness of the offering, while demonstrating all the business proof-points which would provide the confidence to buy an apartment from Sammut Group.
TOAST began by digging into the changing dynamics of the beautiful beachside community, understanding the vision of the renowned architects PBD and taking into account the changing structure of the Australian population, their life choices and values resulting from the COVID-19 pandemic.
The name Coast was chosen for two reasons: to celebrate the uniqueness of the proposition on the market and, at the same time, showcase the legacy and growth of the developer since their first development, also known as Coast (in Cronulla).
This research led to a series of strategic recommendations about the positioning of this truly unique residence and the development of the brand platform ‘Sculpted by nature’.
Our brand narrative was inspired by the shaping and reshaping of the foreshore by the pure waters of the north coast, the ever-changing shape of the ocean coastline.
Coast's design rests as a pure gem, inspired to reflect the layered, refined beauty of the natural environment drawing in the light and revealing to their customers a new perspective on life each and every day.
During the month of June, within the first 3 weeks of listing, TOAST ran a campaign that secured sales of over 43 of the 49 total apartments, with sales ranging between $3.5 million and $9 million, at an average of $4.5 million, resulting in record-breaking results for the Gold Coast.