Project Overview
Hawke + King was a truly unique collection of warehouse style apartments located right on the cusp of West and North Melbourne. Designed by renowned architects 6 Degrees, the development combined raw, textural materials with sustainable design and a strong focus on embracing the local community.
We were tasked with crafting a brand and suite of collateral for marketing this one of a kind project, with a beautiful brochure as the centrepiece.
Project Commissioner
Project Creator
Team
The project team on Hawke + King consisted of:
Lars Weisenberger - Creative Director/Copywriter
Alysha Sandow - Senior Designer
Albert Comper - Photographer
Ant Bray - Account Director
Yanna Koutroulis - Account Manager
Stacy Smith - Production Manager
Project Brief
As impressive as the building was, the community was just as important to the overall brand. The client group were very keen for us to ensure that we displayed how the development would actively contribute to the community and adhered to the local culture.
The best place for us to tell this story was in the marketing brochure. Both elements formed key parts of the brand so by uniting them in one publication, we felt we could really do them justice.
When it came to the design of the brochure, the client was keen for us to try and integrate references to the textural nature of the building materials.
There was also a directive to create and end product that held a broad appeal. The client was convinced that due to the nature of the neighbourhood and the diversity of product, purchasers would come from all walks of life.
Project Innovation/Need
Possibly the strongest aspect of the Hawke + King brochure was the manner in which it was so reflective of the physical aspects of the building. Layout, design, imagery and paper stock were all meticulously utilised for their ability to create an end product that provided prospective purchasers with a snapshot of what they could expect once the building was constructed. It was a far more literal interpretation of the brand, but one that we felt was warranted due to the sheer individuality of the project.
Design Challenge
As mentioned earlier, the request to reference the building materials and textures in the marketing brochure was possibly our largest design challenge. However, we were able to devise several ways to make it happen that enhanced the overall brand proposition.
Firstly, we created a graphic icon that acted as an accompaniment to the logo. This square symbol was inspired by the intricate brick work that was proposed for the entry to the building.
The orange colour that became the preeminent tone of the campaign, was a reference to the terracotta colour that was to be featured on the external facade, while the charcoal that partnered it referenced the roads that surrounded the island site.
Exposed concrete was a key feature of the apartments and we paid homage to it by including it as a background on several spreads.
In order to convey the notion of texture, we relied on our print techniques. We chose a premium uncoated stock for the internal pages that still allowed the imagery to pop, while the cover was a specialty textured stock with an embossed icon, which became incredibly tactile.
Effectiveness
Upon launching, the Hawke + King development was met with great success. A lot of that is due to the uniqueness of the product, however, we believe our brochure played an integral role in furthering the purchaser experience and providing prospects with a compelling portrait of stunning new lifestyle development. As it stands, the development is almost sold out after 5 months on the market (including the Christmas break).
From an agency perspective, the Hawke + King brochure (and entire campaign) has led directly to us winning new work, including with the project's developer, Brunswick Group.
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.
More Details