Image Credit : Bellman.
Project Overview
Bellman worked with Keo Waleta Property and renowned Melbourne architecture practice, PeddleThorp, to create a brand for 22 spacious and eco-friendly townhouses in leafy Glen Iris.
Project Commissioner
Project Creator
Team
Boyd Roberts
Emelye Lovell
Ben Wright
Jane Woolard
Nick Smith
Project Brief
Our brief was to capture the appeal of living in Glen Iris, renowned throughout Melbourne as a family friendly area with lots of greenery and parkland.
The chosen strategy was to position The Olivine as a family and environmentally friendly product, yet within in the luxury category. Our research showed that while Glen Iris is a leafy inner suburb offering proximity to nature through parklands and green spaces, it also offers a thriving cosmopolitan lifestyle, with a fine selection of dining, fashion and artistic venues.
Project Innovation/Need
The messaging focused around the 'hidden gems' of Glen Iris, drawing upon the development’s name. Olivine is the mineral in green gemstones that gives them their colour. Glen Iris offers a great variety of cafes, bars and shops, along with parks and walking tracks, all of which are within walking distance of the development site, so these became the ‘gems’ in our story and imagery.
To support and complement this, we chose green tones as the brand colours to evoke nature, with mossy, verdant details. Paper stocks with a natural feel were chosen to further build this idea. Hand-made elements were subtly added to collateral to connect the brand back to the natural world.
Copper print finishes were chosen for the brochure and agents' manual, which were then carried into the interiors represented in the renders and the display suite.
The development also had a community-minded approach. We chose local businesses that had become firm favourites with people living in Glen Iris and the surrounding areas, and included a hidden gems map in the brochure. We also listed them on the hoarding with proximity to the site, rather than plastering it with sales messages.
Design Challenge
The challenge was to create a consistent suite of collateral that carried all of the above messages, with authenticity in the look and feel of the materials. We worked closely with the architects, PeddleThorp, right from the beginning to ensure that the product and brand were aligned. As a result, the copper finishes used in the interiors were applied to the brochure and agents' manual. The display suite was decorated with green tones and the same hand-painted artwork that was used on the print collateral and website.
Effectiveness
The Olivine brand and collateral equipped the developer and sales agents with a considered and consistent set of tools to go ahead with the marketing and sales of the project, ensuring the brand stands out in a competitive market.
Graphic Design - Identity and Branding
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 information style to audience.
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