Project Overview
Botanic was the stage 2 release at Parc Vue, Bundoora. It took the project to a new level with a push towards a more premium brand.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Matt Kerber - Senior Graphic Designer
Cass Mackenzie - Graphic Designer
Ant Bray - Account Director
Project Brief
The first stage at Parc Vue, Bundoora was something of a test case. The Bundoora market was unproven when it came to off the plan apartments, so upon successfully selling out stage 1, the developer was inspired to push the boundaries with stage 2.
Parc Vue was aimed at an entry level, young demographic. The apartments were nice, but nothing special. With stage 2, they decided to up the specifications and finishes within and take more of the project to Asia. This meant they wanted a more premium, borderline luxurious, look and feel.
We were supplied with new artist impressions, however, everything else had to be repurposed from the stage 1 collateral.
As much as the direction of the brand was very different to the first stage, it was still important that we retain some sort of connection to all that had come before.
Project Innovation/Need
So working with largely items that were collected for a very different brief, we set about creating a publication that felt unique and premium. We made drastic changes to our colour palette, going from bright colours to a restrained black, white and gold. We maintained a connection back to stage 1 through fonts, icons and illustration.
The biggest change was that instead of creating a brochure, we decided to create a book. The hardcover document really conveyed a different feel and was an item we felt would not be easily discarded once received.
Design Challenge
Repurposing material that was specifically commissioned for a job with a totally different look and feel was far and away the biggest challenge we faced. Making it feel like it belonged in the new Botanic brand was no easy feat, but one that we believe we achieved in the end.
Effectiveness
Botanic is yet to officially launch locally or overseas, but early indications from the client and their networks is that it will be a hit. Overseas advisers who did not connect so well with the stage 1 Parc Vue brand have been excited by the new look for stage 2, confident that it will hit the hot buttons of Asian investors.
Graphic Design - Publication
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 of information style to audience.
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