Project Overview
A tale of branding, townhouses and a big, old fig tree, right in the heart of Clayton South.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Matt Kerber - Senior Designer
Cortney Bruch - Graphic Designer
Ant Bray - Account Director
Michelle Kohek - Account Manager
Stacy Smith - Production Manager
Project Brief
Located in a semi-industrial part of Clayton South, Jackson Green is a large scale development of townhouses and apartments. Although unspectacular as a recently cleared factory site, this development was going to be something quite special once it was built. Our brief was to make sure people understood that.
But more than that, it was about creating desire and foresight in people, encouraging them to look past the current conditions and understand in purchasing a home here, they would look like Nostradamus once the unstoppable wave of gentrification washed through the area. Have a nice house, make strong capital growth and look smarter than everyone else. It's the great Australian dream.
Part of offsetting the industrial nature of the development was to cultivate a connection to nature. The development would eventually feature a large central park and Melbourne's south eastern suburbs were renowned for being leafy, so it made sense. The client also had a deep affinity for a Port Jackson Fig tree on site, so much so that they wanted to retain it at the entrance and somehow use it in the branding.
And thus, Jackson Green was born.
Project Innovation/Need
Jackson Green is such a large scale project that it was projected to run for upwards of 5 years. We were very conscious of that in developing the brand and chose to put in a lot of effort up front to develop an in-depth style guide, as well as a sub-brand strategy, where each individual release would be named. It was a strategy more at home in land estate marketing, but one that we were able to adapt to suit our needs.
Design Challenge
Future planning was probably the biggest issue we faced on this job. As much as our name is tomorrow, that doesn't help us forecast what changes our social and economic landscapes will experience in the future.
Creating a brand knowing that it needs to stand the test of time is a daunting task, however, with Jackson Green, we feel we were able to create a simple, elegant look that feels timeless.
Effectiveness
Our focus on creating an in-depth and comprehensive set of brand guidelines for Jackson Green really assisted in our ability to roll out the brand across a multitude of mediums as required. It ensured a consistency of look and messaging even though we had many people handling individual requirements.
We feel that the strength of the branding has achieved the goal of portraying the bright future the development offers. And evidently the public agrees, with the first release selling out in just 2 weeks and the client looking to fast track stage 2.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design 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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