WhiteRock / Intrapac Property

Up against 14 notable competitors, WhiteRock needed to carve out a distinctive position and win the hearts of family homebuyers. With research showing children spend significantly more time on screens than outdoors, Martins Brand House shaped a brand and placemaking strategy designed to bring nature, adventure and everyday discovery to the fore.

WhiteRock was created as a canvas for an adventurous life for 2,500 families, with plans for a neighbourhood shopping centre, school, adventure playscapes and nature trails, all wrapped and threaded with natural landscape.

Central to the strategy was the Sales & Discovery Centre, deliberately positioned beside a tranquil lake and designed to evoke the feeling of a National Park Visitor Centre. Martins Brand House crafted a destination hub that immediately connected buyers to WhiteRock’s nature-led promise.

The brand identity drew from outdoor and adventure cues, with typography, colour and messaging crafted to appeal to environmentally aware families seeking something more meaningful than a conventional masterplanned community.

Placemaking initiatives extended this idea further, including partnerships such as Trees For Life, fitness trails and adventure playgrounds that encouraged healthier, more connected living.

From launch, WhiteRock exceeded expectations and in November 2024, it was named a finalist in the UDIA Queensland Awards for Excellence in Marketing.