Project Overview
Parc Vue was an apartment development in Bundoora that we were charged with branding and marketing.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Matt Kerber - Senior Graphic Designer/Illustrator
Ant Bray - Account Director
Project Brief
Even though the apartment market in Melbourne was booming, Bundoora seemed like an unlikely place to develop. However, that's exactly where Future Estate's newest project was located. Uncertainty around the demand for apartments in the area meant that they had one shot to get the brand and marketing right, otherwise they would face a very uphill battle to make sales.
That's where we came in. The brief that was given to us was to create a brand that would appeal to a younger demographic that couldn't afford to buy a house, or move close to the CBD. It also needed to appeal to students who were attending the 2 large universities in the area. As much as they were unlikely to be buyers, they would eventually be the renters and by appealing to them, we were highlighting the viability to investors.
The development was located on Bundoora Park, so a natural feel was essential, but the big challenge lay in making Bundoora feel "cool." In the client's words, they "wanted to bring Fitzroy to Bundoora."
Project Innovation/Need
Rather than a traditional approach to property branding we turned to illustration to help us build a brand that answered the brief. It visually intriguing, connected to nature, a little left field and designed to resonate with a younger demographic. We used bold colours and an informal, conversational tone of voice, all to create a brand that our target would want to interact with. It was much more about lifestyle than apartments.
Design Challenge
Timing proved to be a big challenge when it came to the illustrations. As with every job, deadlines are tight, but our illustrations were very detailed and complex, so fitting them within our timeframe meant a lot of late nights and early mornings.
Effectiveness
Overall, the Parc Vue campaign, anchored by our illustrations, proved to be a great success with stage 1 of the development selling out. Reports from the client were that the branding was highly effective in the local market, but didn't resonate quite so well when taken overseas to Asia (this was not part of the original brief).
In proving that off the plan apartments were viable in Bundoora, the client was able to be even more ambitious with their stage 2 release, increasing the quality of the specifications, raising prices and positioning it as a more premium offering.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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