Project Overview
Nestled in a quiet, residential part of West Brunswick, Cornwall was an apartment development that sought to offer purchasers a new take on classic Brunswick living. Connected to all the amazing amenity that has long made the suburb a highly sought after residential destination, but ever so slightly removed from the constant hustle and bustle of Sydney Road. A true "best of both worlds" offering.
Project Commissioner
Project Creator
Team
The project team for Cornwall consisted of:
Lars Weisenberger - Creative Director/Copywriter
Alysha Sandow - Senior Designer
Albert Comper - Photographer
Ant Bray - Account Director
Michelle Davis - Account Manager
Stacy Smith - Production Manager
Project Brief
In briefing this project to us, our client was very concerned about the position of their development. It wasn't on a main thoroughfare full of shopping and dining options. In fact, it wasn't even in Brunswick. It was in West Brunswick, a far more residential part of the inner north. Their concerns stemmed from the fact that there was so much competition in Brunswick, right amongst the amenity, that they would really struggle to generate enquiry or make conversions once people visited the site.
They had a quality product though and wanted a brand campaign that reflected that. Our budget was adequate, with the majority of the items requested, print based. Once we had created an identity, they needed it applied to a project brochure, agent sales manual, display suite, hoarding and press advertising (naturally there was a digital component to the marketing as well with a comprehensive website and digital advertising campaign in place).
Project Innovation/Need
The approach we took to this campaign was simple. If we couldn't be perceived as the best located, we would simply have to be the best development. That may have sounded simple, but it took a lot of brainstorming and debate to eventually reach that conclusion.
At that point, we were faced with the problem of actually achieving that goal.
We understood that we would likely be on the shopping list for anyone looking for an off the plan apartment in the Brunswick area, so it was imperative that the collateral we produced and the customer journey we took visitors on, was of the highest caliber.
Design Challenge
Arguably the biggest challenge on this job was finding a way to stand out visually. At the time of developing the campaign there were countless competitors in the immediate vicinity.
We spent a lot of time researching our targets and the area to ensure we understood the habits of the Brunswick local intimately and then went about creating a brand, look and feel that was premium, stylish and authentically Brunswick.
We rolled this concept through an array of print collateral including, brochure, signage and display suite graphics always ensuring that each new execution felt like an organic extension of the brand.
Effectiveness
The Cornwall campaign was perhaps the best received brand campaign we created in the last 12 months.
Our client was incredibly happy with not only the look and feel, but ultimately the enquiry it was able to generate. Feedback from prospective purchasers was reported to be excellent according to the staff in the display suite and registrations on the website consistently solid.
The fact that we were able to capture these leads and get people to visit the display suite, even though it was a little further away from the action, highlighted the power and persuasive nature of the campaign.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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