Strategic why-based purpose + position
Project + Suburb Naming
Website Design & Construct
Signage & Wayfinders
Sales Office Designs
Search Engine Optimisation
MOJO - LIVE WHAT YOU LOVE
WestPro approached The Jam Jar in quarter 2, 2018 with plans afoot to release a parcel of Cockburn land in quarter 2, 2019. Offering house and land purchasers a new vision of the Australian home ownership dream, MOJO brings 2 storey terrace style homes on small lots of land to market.
The Jam Jar challenge was to create a new space in the home ownership category, and in doing so develop deeper reasons for customers to believe. By its very nature, the development is defined in opposition to traditional home ownership dreams of a ¼ acre block, or apartments as a more contemporary variation. When industry players typically promote product, price and location, we needed to stand for something more. We needed to understand what the land release represented, not only what they did. Our job was to spark action by creating belief and desire in an alternative way of living.
Early purpose-based strategy work uncovered this development represented ‘life beyond the house’. Buying and building here gave owners an energy that comes from not being tied to traditional home ownership obligations (weekend chores). It also delivers purchasers more space than apartments (in the area), with the associated benefits of having ground access and outdoor living. We therefore understood the essence of this land development is freedom, and an associated energetic zest for life. Matched with ideas that already exist in the mind around life energy, MOJO is an easily recognisable concept that, when linked with Urban Living, acts as a platform to easily understand what the development is about, and why to choose it.