The Showground development branding was developed in entirety by the Hugo Halliday team.

The Showground is a proposed $3 Billion residential property development in Castle Hill, Sydney. The brand created by Hugo Halliday needed to serve two specific purposes: to position the proposed development as a high-end, well-planned, architecturally designed development suitable to the current area demographics, and a market-influencing brand attractive to potential buyers once the dwellings are ready for sale (off-the-plan or otherwise).


The Showground Development branding needed to reflect:

  • The high-end nature of the planning gone into development
  • The relation to the ‘Castle Hill Showground’ which is 450m from the development and a local cultural institution
  • The natural bushland setting The Hills area is known for (and its agricultural roots)
  • The significant amount of amenities the development proposal includes
  • The focus on open green spaces

The Hugo Halliday team:

  • Read over the Urban Design Reports (UDR’s) and planning proposal to get a better understanding of the proposed development
  • Developed a number of concepts based on the UDR’s and branding needs
  • Presented a comprehensive concept brand proposal to The Showground
  • Developed the final brand, including all the brand/logo variations
  • Provided CMKY and RGB variations to the client in: .eps, .ai, .jpg and .png formats
  • Created a comprehensive Brand Style Guide to assist with keeping the brand consistent across all mediums
  • Designed all the stationary for The Showground including a: letterhead, PowerPoint template, e-signature, with compliments slip, presentation folder, and business card template.
  • Designed two pull up banners The Showground used at their launch event (also orchestrated by Hugo Halliday)
  • Scripted and project managed the development of an animation for use on video media
  • Copy wrote and designed a DL trifold brochure for The Showground to use to explain their proposal inclusions to a wide variety of audiences including: current local residents and business owners, investors, Government representatives, council representatives and potential buyers.

Below is a break down of how our team incorporated the various elements into The Showground Development branding:

The Showground Development Brand Explaination


The Showground branding has been exceptionally well-received so far by all stakeholders.

You can view The Showground development branding in action on their website (also designed, copy written and project managed by Hugo Halliday): www.theshowground.co