East 35 Estate
The Brief
On the eastern edge of Charlemont, Geelong's youngest suburb, sits East 35. This boutique development of just 35 lots, offers a blend of established convenience and fresh beginnings. With a small number of lots and a point of difference that sets it apart from larger neighbouring estates, the project needed a brand identity and positioning strategy that could punch above its weight. The challenge was to communicate the estate's compact, considered nature as a strength and not a limitation, to create a physical brand presence on-site that would stop people, spark interest, and convert passers-by into buyers.
The Solution
3Scoops developed the brand identity and positioning using our proven framework, building a visual and strategic language around what makes East 35 genuinely different: its boutique scale, its ready-to-go infrastructure, and its place within an already-thriving community. The name itself does the heavy lifting, being direct, confident, and rooted in location. Supported by an identity that matches that same energy.
Our copywriting gave the brand its voice, translating the estate's core appeal into messaging that was warm without being generic, and persuasive without overselling. Production design and management for brand installations brought it all into the physical world. From signage and hoardings to on-site brand touchpoints, every installation was designed to reflect the quality and confidence of the estate itself. We ensured that the first impression a buyer got matched the promise of the brand.
