Newhaven is a large residential development located in Piara Waters, just south of Perth. It includes 2000 lots, a future school and town centre. Stockland identified that the signage and wayfinding system in use at the development is outdated.

It does not fulfill their marketing requirements, and does not effectively reinforce Stockland and Newhaven brand identities.Feedback received by Stockland indicated that visitors

to the site felt disoriented and frustrated and did not feel a connection with the brand. Due to potential negative impact on land sales and strong competion in the area, Stockland turned to ID/Lab.

We were asked to develop a strategy defining the purpose and relationship of the brand, wayfinding and retail signage to one another. We presented our findings in the form of a report and used 3 possible visitor 

profiles—just looking, potential buyers, and people who know what they want. We answered questions like ‘What are they thinking?’ ‘What do they need to understand?’ ‘What information should they be given?’.

A couple of our main recommendations are to better identify the Information and Sales Office, among a focus on showing the benefits of living in Newhaven.