The Opportunity
Hartstone presented something worth getting excited about: a well-located new homes development in Christchurch, Dorset, with a mix of shared ownership and open market sale plots, brought to market by one of the UK's most respected housing providers. The opportunity for Full Comms was equally clear. Aster needed more than a launch campaign. With a multi-year sales programme ahead, they needed a marketing foundation built to last, a consistent voice, a compelling identity, and the creative firepower to reach buyers across multiple channels and over an extended period.
Project
Hartstone By Aster
Client
Aster Group
Expertise
Strategy
Messaging
Creative Direction
Media buying
Activation
Message Framework
Printed Brochure
Copy Writing
OOH Advertising
Airport Signage
Digital Six Sheets
Digital Display
Social Media
Animation
Events
Built for PossibilityA development built to last deserved a campaign built to match.
Our Approach
Before a single piece of creative was produced, we developed a message framework for Hartstone. This wasn't a tagline exercise. It was a structured strategic tool designed to define the development's voice, tone, and key narratives in a way that could guide all communications consistently across the full lifespan of the project. With a development of this scale and duration, that kind of foundation matters. It ensures every touchpoint, regardless of format or channel, pulls in the same direction and speaks with the same conviction.
Shared ownership marketing requires a particular kind of balance. The creative needs to be aspirational enough to hold its own against open market alternatives, while remaining clear and accessible to buyers navigating the shared ownership route for the first time. The message framework was built around that tension from the start.
The Creative
With the strategic foundation in place, we moved into full creative development. The centrepiece was a printed sales brochure, for which Full Comms wrote all the copy as well as designed the finished piece. Working closely with the Aster team, we built a brochure that combined aspirational storytelling with the detailed practical information buyers need: property specifications, floor plans, CGI visuals, and kitchen and bathroom finish options presented plot by plot.
Out of home advertising played a significant role in the media mix. We created artwork for baggage carousel signage at Bournemouth Airport and digital six sheet placements across the area, formats chosen to reach buyers across the Dorset and wider South Coast market at moments of genuine attention. The airport environment in particular, offered an audience with the headspace and the aspiration to engage with a new homes message.
What We Delivered
A full launch campaign built from strategy through to production, including a message framework to anchor all future communications, a fully written and designed sales brochure, out of home and airport signage creative, digital display advertising, animated social media assets, and a presentation deck for the Aster sales team. Every piece of work carried the same voice, the same ambition, and the same commitment to getting Hartstone in front of the right people at the right moment.
From the first strategic conversation to the last piece of print, we built everything Hartstone needed.
