Project Overview
The Principal, an iconic development of 162 apartments and penthouses by Oliver Hume Property Funds, sits on one of Melbourne’s grandest boulevards, Flemington Road, as it makes its final approach towards the CBD. The Principal’s brochure makes a definitive statement in urban luxury and tailored living.
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Project Creator
Project Brief
With a high volume of emerging local and CBD competition, the brochure was required to distinguish this development as a more prominent and prestigious product in the Melbourne luxury market. The name, The Principal, was inspired by the iconic architecture and coveted location in this historic pocket of Melbourne’s academic heart. All the collateral, but especially the brochure, needed to reflect the quality and enduring style that The Principal offered.
Project Innovation/Need
Project Innovation/Need* What is it that you've done that's innovative or brings new outcomes to the market? (200 words)
The brochure highlighted the personalised and discreet concierge and lifestyle management services to position this as the foremost address for those with an active, busy lifestyle. Its sophisticated aesthetic and tone clearly communicates Melbourne’s position as the world’s most livable city and firmly places the Principal at the epicenter of one of the city’s most distinguished areas. Countless considered subtleties have been applied to ensure the brochure communicates the level of tailored living that The Principal has to offer.
Design Challenge
A key challenge was ensuring that the brochure resonated with an offshore market. The name The Principal was created to reference the academic universities in the area such as Melbourne University, which is a popular university for overseas students. The development is located on a main arterial road which was seen as a potential negative to purchase, so this was repositioned as “Melbourne’s grand tree lined boulevard of the North”. The brochure reinforced the convenience of this location through brand language and the use of maps, neighbourhood guides and aerial shots of the city.
Effectiveness
The aspirational campaign successfully appealed to both local and offshore markets and ensured The Principal’s position among the highest ranks of Melbourne’s new developments.
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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