Project Overview
Reflections was a beautiful building in a delightful part of North Melbourne offering a lifestyle of elegance and style. The brand we had created for it was refined and effortlessly sophisticated. So naturally a project so chock full of allure and adjectives required an equally impressive brochure to become the centrepiece of its marketing campaign.
Project Commissioner
Project Creator
Team
The project team on Reflections 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
The brief for the Reflections brochure was simple.
"We want to ensure we appeal to both local owner occupiers and overseas investors and we want this brochure to be the best thing we've ever produced."
No pressure there.
Naturally there were some limitations that were imposed around content and budget, however, the desire to create a beautiful printed piece that would embody the inherent quality and prestige of the development was paramount.
Project Innovation/Need
The manner in which we approached the investment component of this campaign was possibly the most innovative. Historically overseas investment material is produced at a far less impressive standard than owner occupier focused work. Thinking about this, we really couldn't understand why. We were still asking people to investment a great deal of money in a product. If anything, investors were looking at a far broader variety of products in the first place, as they are not as emotionally tied to a particular area as an owner occupier is.
Thusly, we resolved to take a far more articulate and impressive approach to producing our investment material. We aimed to create a brochure that was far in excess of what our competitors were doing, helping to position the Reflections offering as one of prestige, style and sophistication.
Design Challenge
Understanding the fact that we couldn't possibly create a single piece that would address both the owner occupier and investor markets, our biggest design challenge was creating two separate brochures that each embodied the core values of the Reflections brand with very different content and function.
Our owner occupier brochure was far more straightforward with the emotive copy and images very much in line with premium, aspirational nature of the brand. The investment brochure was more challenging as it required us to bring a level of emotion and allure to what was essentially very dry, factual content.
Ultimately, we feel that we were able to bridge this gap and create two very different publications, with very different audiences that remained true to the established brand attributes.
Effectiveness
The Reflections brochures have been a resounding success for both the client and our agency.
They laid a strong foundation upon which the sales team were able to build upon, generating strong enquiry, particularly in the early stages of the launch, 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 brochure, and the comprehensive investment brochure, were really well received by our existing and potential clients, leading directly to new job opportunities.
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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