Covella / AVID Property Group

Charged with reinvigorating the existing Covella community and bringing it into the AVID Property Group portfolio, Martins Brand House created a fresh strategic platform to unlock the project’s potential and set it up for long-term success.

The brand strategy was guided by the Martins Brand House principles of Meaningful, Memorable, Moving and Motivating. Through a process of uncovering the authentic warmth and friendliness already present within Covella, the simple yet powerful creative idea “Hi Neighbour” was born.

This positioning gave Covella a distinctive voice, drawing on nostalgia, old-fashioned sayings and a charming tone that set it apart from competitors. It created an emotional connection with homebuyers while giving residents a renewed sense of pride and belonging.

The rebrand extended across marketing collateral, digital content, social media strategy, placemaking and community engagement initiatives. Events such as Neighbour Day, long table dinners and local activations helped strengthen connections among residents and bring the brand promise to life.

The results were exceptional. Covella achieved sell-out land releases, price growth of over 30%, a cost per lead reduction of more than 75%, and a lead-to-sale conversion rate that improved over ten-fold. The project also won the 2023 AMI Queensland Award for Brand Revitalisation Excellence and was named a National Finalist.