[interview] the project story
Project Overview
The coming together of two of the most well known and respected names in Melbourne property development. Who wouldn't want to be involved in creating their identity and branding?
Project Commissioner
Project Creator
Team
The project team for CostaFox consisted of:
Lars Weisenberger - Creative Director
Cass Mackenzie - Senior Designer
Ant Bray - Account Director
Michelle Davis - Account Manager
Stacy Smith - Production Manager
Project Brief
When we were briefed on creating the identity for new property development company, CostaFox, it was all about developing a prestige brand that capitalised on the impressive pedigree of its two Directors.
There was a desire to ensure that although the company itself was new, the general public realised that the people behind it had been successfully shaping Melbourne's landscape for decades.
There was also a real element of prestige required. They didn't want this brand to feel like any other property developer, it needed to be unique and instantly recognisable.
Project Innovation/Need
The level of prestige and individuality that was required for this branding job got us thinking about how we could achieve these outcomes in the most simple and elegant manner. After a lot of consideration, we decided the best course of action would be to create a custom CostaFox font. This meant that we would be legitimately unique, not simply saying that we were.
We experimented with many different designs, but ultimately settled on a timeless, modern sans serif shape, with each letter formed by three parallel lines. We felt it was a sophisticated, stylish look that also provided us with a strong foundation for expanding the branding visually.
Design Challenge
Possibly the biggest challenge we faced in the creation of the CostaFox brand was ensuring that the two names read correctly and were clearly two names unites to form one word. This was a surprisingly difficult thing to achieve without emphasising one name over the other, or simply splitting them into two words.
In the end, finesse proved to be the answer. My ever so slightly augmenting the natural spacing between Costa and Fox, we were able to create a slight separation without breaking the words apart. We then emphasised this by increasing the size of both the C and F, ensuring they acted like capital letters, even though the entire word is in uppercase.
Effectiveness
The CostaFox brand is in a soft launch period, where they are actively purchasing development sites, but not yet ready to undergo a public launch.
From the client's perspective, the branding and stationary that has been produced has been very favourably received within their professional community. The full CostaFox corporate website will be launched in the next several weeks, replacing the temporary page that is currently live and collecting significant enquiry.
From an agency perspective, the CostaFox brand has been a great case study, actively contributing to us winning further brand development jobs.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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