Project Overview
Reflections - a tale of passion, intrigue and off the plan apartment branding, set against a vibrant North Melbourne backdrop. You'll laugh. You'll cry. You'll experience the ins and outs of a project that was among one of the most rewarding we've ever worked on.
Project Commissioner
Project Creator
Team
The tomorrow team working on the Reflections project consisted of:
Lars Weisenberger - Creative Director/Copywriter
Mathew Kerber - Senior Designer
Albert Comper - Photographer
Ant Bray - Account Director
Brett Wellard - Account Manager
Stacy Smith - Production Manager
Project Brief
When the Reflections North Melbourne project came our way we were incredibly excited. It was a prestige apartment development with a stunning point of difference; a spectacular, reflective facade that gave the building a constantly evolving appearance.
What was even better, was that that the client's brief to us simply stated that the building had to be called Reflections, they required a campaign that addressed both the local owner occupier market and the overseas investment market, and that they wanted it to be the best suite of collateral they'd ever produced.
Once we'd looked out the window and confirmed pigs weren't actually taking to the sky, we got really excited. Tinged with a little apprehension though. Such an open brief placed a lot more pressure on us as a studio, but it was such a rare occurrence, that we grabbed it with both hands.
Project Innovation/Need
From the outset, our strategy for this development was different from the traditional approach taken with most off the plan apartment campaigns. We had two very different target markets to appeal to, but wanted to ensure a high level of consistency in the branding across all applications.
Having owner occupier and investor targeted communications is nothing new. However, for the most part, one generally comes much later in the campaign roll out, usually when the original strategy isn't yielding the desired results. That is not what we intended to do. We were deliberate from the very beginning, creating bespoke customer journeys and specific collateral, tailored to each market's needs, yet all residing under the one brand and the ideals it embodied.
We were also very conscious of the fact we were entering a highly competitive marketplace, where you needed to have something that made you stand out. To do this, we created a suite of collateral that went far in excess of what our competitors were doing, with the sole aim of positioning the Reflections brand as the alpha male of inner suburban apartment developments.
Design Challenge
As with any project, there were challenges that popped up intermittently, from the brand development process, right through to the active sales phase.
During the branding and design phase of the project, one of the bigger challenges was determining how to position the development as a prestige brand. Seeing as how we were selling off the plan apartments, our product didn't actually exist. What did we need to do to assure prospective purchasers that our imaginary product would eventually be built and be better than the imaginary product down the street?
The solution? A carefully considered and meticulously created brand that reflected the very best qualities of both the development and the North Melbourne location. A refined colour palette, timeless fonts, minimalist layouts and beautiful imagery combined to create a look and feel that was classic, yet still thoroughly modern.
We then pushed further ensuring our collateral went beyond the expected. Our brochure was a 60 page hard cover book. Our website was engaging and in depth. Our display suite was inviting and visually captivating. Everything we did was carefully planned and executed, to create the persona we needed to portray.
Effectiveness
Buying property is a big decision and one that is not made quickly. The Reflections brand campaign laid a strong foundation upon which the sales team were able to build upon. The enquiry we generated, particularly in the early stages of the launch, was very strong, yielding a high level of visitation to the display suite.
From a sales perspective, we launched just prior to Christmas, which was not ideal, with much of the urgency gone from the property market. However, early sales snowballed, leading to the development being 80% sold by April 2016.
Our dual owner occupier/investor strategy also proved effective, with both markets delivering strong sales results.
In the local market, our book made an instant impact on recipients. Many were amazed at the type of high end, considered product they were receiving, which really helped to reinforce the prestige positioning of the Reflections brand.
From an agency perspective, the Reflections book, and the comprehensive investment brochure, were really well received by our existing and potential clients, leading directly to new job opportunities.
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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