CRAFTING CAPHILLY. LIVE. WORK. PLAY.
Caphilly • Huntlee
In the vibrant tapestry of the Hunter Valley, Huntlee emerges—a gleaming thread. This Award-Winning Masterplanned Community in North Rothbury is more than just a place; it’s the epitome of thoughtful, affordable living.
But in a sea of housing developments, what truly sets one apart? Are they genuinely unique? The answer, in this case, is a resounding YES!
Within its new precinct in the Town Centre, Huntlee isn’t just releasing ‘another’ housing development. They’re unfolding an evolving narrative of community, convenience, and connectivity—bursting with offerings for its new residents.
Our mission? Illuminate the forthcoming precinct in Huntlee Town Centre and craft a narrative that lets people envision a vibrant place to live, work and play.
“People choose to live here because it just works on so many levels, Picture this: A morning stroll, leading you to Huntlee shopping village for a fresh coffee. It’s the city’s vibrancy encapsulated in a peaceful suburb” shares Huntlee Project Director, Stephen Thompson.
In collaboration with Huntlee’s marketing aficionados, we embraced a colour palette that set the creative stage. When we say ‘full service agency,’ we genuinely embody it. From brand creation including naming, narrative, logo, design and brand look and feel, to taking it all to market which included media planning, execution and a fully integrated campaign—you name it, we handled it!
THE JOURNEY
Our explorations—from diving into local archives, to engaging with a North Rothbury historian revealed some historical gems.
A snapshot from the past: in 1842 Joseph Broadbent Holmes christened two parcels of land in the Rothbury region: “The Wilderness” and “Caerphilly,” the latter named after the Welsh term for ‘fort’ (a symbol of home and safety).
Holmes was a dreamer who turned the soil into a canvas of possibilities. A living tribute to his generosity was the two acres of land he donated, on which St Paul’s, a local community church was built. This spirit of generosity, embodied in Holmes’ gift to the community was echoed in another local institution—The Rothbury School of Arts Hall which was the very inspiration behind the look and feel we crafted.
To bring the past and future together in the brand, we used a continuous circular looped motif that encapsulated the many layers of what this land meant and what it will mean to future communities. Most importantly, the motif symbolises the peoples connection to the Rothbury School of Arts Hall.
With this in mind, the traditional motif was paired with a modern typeface and the Huntlee colours ‘Britannica blue’ complimented with ‘stonewash beige’ to create a welcoming, warm palette.
The Rothbury School of Arts hall was a bustling hub of connection for giving and receiving. It embodied the true Australian spirit of the community. A symbol of camaraderie, the School of Arts hall became a haven where stories unfolded, friendships flourished, recipes exchanged, lessons learnt and memories made. Inspired, we crafted the name “Caphilly,” weaving in motifs of community rejuvenation, thereby honouring the past while looking ahead.
Using these insights, we framed a narrative that thread facets of history, land, and community spirit. This story aims to enrich the buyer’s journey, forging a deeper bond with the locale. Our vision extended beyond mere branding—it encompassed the precinct’s very essence, from the architectural aesthetics to recreational spaces.
Drawing from our historical deep dive, we fashioned a typographic logo—a nod to the North Rothbury School of Arts, coupled with some modern styling.
Our chosen hero image encapsulates Caphilly’s essence—a young couple seeking affordability, community, and connection. The Caphilly ‘loop’ serves as a visual tribute to the Hall of Arts Hall—a symbol of community, connectivity, and forward momentum.
By leaning into Caphilly’s rich narrative, we crafted engaging messages, painting a vivid picture of life in this unique enclave. Our focus? First home buyers, families, dynamic duos and small families in the Hunter Valley and Western Sydney.
THE RESULTS
We unveiled the Caphilly campaign, perfectly timed with the onset of spring—a season synonymous with fresh starts and new beginnings. Our campaign was featured in publications like Insight Magazine, Newcastle Weekly, and The Urban Developer. We also showcased curated digital ads on platforms such as HUNTERHunter, complemented by the precision of Meta and Google Ad placements. This masterful blend of digital and classic media—highlighted by billboards, bus signage, and a captivating TVC—ensured a comprehensive and impactful reach for Caphilly.
“OOTS has consistently demonstrated exceptional brilliance and dedication in transforming concepts into compelling narratives, as demonstrated by the successful Caphilly campaign. Their strategic and creative approach not only promoted our project but effectively narrated the story of an emerging community. The outstanding results, including a surge in inquiries, vibrant social media interactions, and heightened buyer interest, underscore OOTS’s significant contribution to positioning North Rothbury as a desirable suburb and solidifying Huntlee’s presence on the map.”
The result is a timeless new precinct that will grow, flourish and become a place people call home for years to come. Huntlee expects to have a community of over 20,000 + people by they year 2035.