Image Credit : Jules Tahan- Photography
Project Overview
A large parcel of farmland in Melbourne’s burgeoning western corridor is about to be re-invented as a brand new estate. Through the centre flows the interestingly named Skeleton Creek. In the southwest corner a new railway station is being built, straddling the tracks of the brand new Regional Rail Link.
With thoughtful development and smart thinking, this mixture of old and new really could become the west’s ‘next big thing’.
Project Commissioner
Project Creator
Team
Jules Tahan - Photography
Mike Bollen - Creative Director
Lisa Dowling - Project manager
Dr Print - Printer
Project Brief
To brand and launch to market a substantial development surrounded by competition large and small, in an area that is a hot bed of activity in land sales.
To ensure the historic nature of the land is celebrated, and blends seamlessly with innovative modern requirements in urban design, built form and marketing.
To create a brand with a distinct presence that will last the journey. This is a long-term project that requires significant short-term return.
Project Innovation/Need
From the very beginning, it was critical to stand out from the ruck of competitors in an area undergoing major development. A key graphic with its distinctive, angular ‘arrow’ geometry was developed, and was matched to a super bright colour palette.
The graphics, colour palette and imagery led the line from the urban design right through all marketing communications through to sales office design.
The positioning line, ‘The Next Big Thing’, tied everything together and formed the backbone of the written expression of Westbrook.
The development’s story required to be told on-site, in print, online and with video, and all within a definitive Westbrook brand style.
Design Challenge
This brochure had a big job to do, but the obvious urge to create it oversized as part of the ‘big’ story was resisted, as it was required to be A4 for customer convenience. Designing it as landscape A4 enabled the use of double page width panoramas featuring estate photography and 3D renderings of key aspects of the development.
The centre spread features a double height fold-out Masterplan that really emphasises the scale of the project, while the render of the parkland shows how the brand graphics and colours were translated through to urban design.
It was just one piece in an array of materials announcing the launch of Westbrook, but showcases well the strategic thinking and execution of the Westbrook campaign.
Effectiveness
From the very first activity, Westbrook has consistently performed above average. In record time, more than 90 per cent of available lots have sold since sales commenced on 23 May.
Feedback was so positive, that initial lots had to be sold in a (whatever it’s called can’t remember), and that demand hasn’t abated. Interest has been far and wide with local, interstate and overseas buyers lining up to share in the story.
From the roadside signage to the sales centre’s design and graphics, the digital content to the print work, everything has worked in concert to ensure Westbrook really has become ‘The Next Big Thing’.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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