Martins undertook extensive research to understand, not only the competitor market but what the future brand would stand for. AVID was a passionate, new breed of property developer, determined to break the mould in a well-defined category.
However, this was much more than a naming and graphic design exercise, pinpointing and articulating a clear vision for the brand was Martins’ priority. The language and behavioural guidelines would be what the new brand would live and thrive by.
The first opportunity to test this customer-centric theory came in the form of a new development in South East Queensland, which Martins named Harmony. A project that went on to win a hat-trick of AMI (Australian Marketing Institute) National Marketing Awards for Excellence, the first and only time a brand has achieved this feat.