Project Overview
Capture the experience of the resort - and transfer it to the residential development, positioning it as luxury living within the natural beauty of the environment – without being confused for the resort itself.
Project Commissioner
Project Creator
Team
Wayde Bull- Planning Director; Aimee Hammett - Account Manager & Producer; Gabriel Mello - Senior Designer;
Project Brief
‘Come Home to Hyatt Coolum’ was a property development owned by Sekisui House Australia and managed Lend Lease surrounding what was the Hyatt Regency Coolum resort on the Sunshine Coast. Following Sekisui House Australia’s sale of the Hyatt Regency Coolum in mid 2011 a decision was made to change the name and identity of the development to clearly position the brand as a place to live that provided residents with access to the 5 star facilities of the Hyatt Regency Coolum.
Project Need
The new name and identity was essential to distinguish the development from the resort, whilst still retaining the prestige that came with the resort access membership options.
Within a crowded property market, with many development brands claiming luxury, and using resort-like imagery and language, the identity needed to take the customer on a visual journey
Design Challenge
The branding challenge was complex – to develop an umbrella, destination brand for the development, that would convey luxury living, support ongoing product releases and be clearly connected to the resort – without the development being confused as part of the existing resort.
Sustainability
The development was renamed, The Coolum Residences, and a brand proposition was built on the feeling of luxurious resort living. The development is now positioned for understated luxury living, and the identity showcases the natural environment in a way that complements the unique resort-style lifestyle of The Coolum Residences
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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