Fergus Stoddart
This is a post by Fergus Stoddart

Lendlease asked us to create a platform that beautifully showcases the value of living in a planned Lendlease community. These communities are meticulously designed and developed to ensure residents receive the very best facilities, amenities and lifestyles. Neighbours dine together, kids make friends that last a lifetime and every community is surrounded by a green oasis of trees, parks and natural landscapes. Our challenge was to develop a content strategy that effectively conveys these values.

We came up with Communities, Lendleases’s new content hub, which promotes the idea of belonging to your chosen community. It contains a series of articles and guides to assist homebuyers with their financial, building, landscaping and environmental questions as they search for a new place to call home. The Belong blog is designed to inspire and inform homebuyers in order to ensure they make the right choice when buying a home.

The new magazine Belong, reinforces this by providing a platform from which the brand can share stories and invite audiences to connect and become part of the wider Lendlease narrative.  It highlights the beauty of Australian communities and promotes the importance of finding the right community for you. The magazine features inspiring articles about health and wellbeing, food, interiors, community and neighbourhood. Magazines are distributed within the Lendlease communities and are used to create awareness about Lendlease’s community and sustainability focus.

Alongside completing Lendlease’s group content strategy we have created and edited all the content and articles for their brand content hub, Better Places, which launched recently.

Targeting three key audience groups – employees, government and prospective clients – Better Places is a thought leadership platform that showcases Lendlease’s commitment to the future of our environment, our workplaces and our communities. It shares insights, opinions, research and news about urban regeneration, infrastructure, innovation, sustainability and offices of the future.