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
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. The cornerstone of the campaign was to be a comprehensive project brochure that sought to capture the ideals of authentic Brunswick living.
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 brochure 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.
The brochure we produced had a really fresh feel to it that perfectly balanced the notions of premium apartment living and the vibrant Brunswick landscape.
Effectiveness
The Cornwall brochure was an integral part of 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 thing that really got us though was the amount of repeat visitors the agents reported returning to the display, clutching their copy of the brochure and continually referring back to it. The fact that this simple printed piece of collateral was able to really assist in continuing a conversation between agent and purchaser demonstrated to us that we had indeed hit upon a direction that was resonating with our target market.
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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