ARW Homes

After more than 20 years building homes in Mackay under the Hotondo Homes banner, Anthony and Lynelle Wolff were ready to take the next step with a brand of their own. The shift gave the team an independent identity, built around the experience, relationships and approach to building they’d developed over two decades. Lemon Tree partnered with them to bring ARW Homes to life through brand strategy, visual identity and website development, culminating in an integrated launch campaign that proudly introduced the new brand to the Mackay community.

Project Disciplines

Branding, Creative, Digital, Marketing Strategy, Social, Websites

The Challenge

Moving away from an established franchise brand meant creating an identity that could stand confidently on its own, without losing the familiarity and trust Anthony and Lynelle had built. We needed to define what made their business distinct and give it an identity that felt true to the people behind it. The strategy centred on personalised homes, genuine service and strong local connections, bringing these ideas together under the tagline Where Locals Live. From there, we developed a visual identity and website to give ARW Homes a distinctive presence, while keeping the people behind the business firmly at its heart.

The Process

With a new brand and digital home in place, it was time to introduce ARW Homes to Mackay. Built around the idea Something’s Building in Mackay, our two-stage campaign first sparked curiosity through outdoor and radio advertising, before revealing ARW Homes and the people behind it. Anthony and Lynelle featured throughout, reinforcing the story: a new name, backed by the same familiar faces and 20 years of local experience.

The Outcome

Spanning outdoor, radio, television, digital, social and property platforms, the integrated launch generated over 1.2 million advertising impressions, reached more than 61,000 people across Mackay through Meta and drove 4,500 landing page views. ARW Homes now has its own brand and a strong presence in Mackay, ready to build on the relationships that got it there.