Image Credit : Creades & Binyan (3D Render)
Project Overview
As one of Avoca's upcoming, high-profile developments was ready to hit the market, Creades was approached to develop phase one of the marketing materials for a 'register your interest' campaign. Given its uniquely artistic and modern design, luxurious finishes and close proximity to Avoca Beach, we decided that the brand strategy of "Water Meets Art" would accurately capture the story and message behind the new property.
We decided to name it 'Canvas' and utilise calming watercolour imagery in all visuals in order for the marketing materials to embody the beach environment surrounding the building as well as the luxuriousness of the apartments. The simple yet pretty shore-like watercolour painting is not only aesthetically pleasing to the eye, but it is a strategic design element that evokes the feeling of 'water meets art'.
Project Commissioner
Project Creator
Team
As a young agency, the whole project was handled by our managing director & creative director, Jacob Aflak. This involved the naming, brand strategy, brand identity and marketing materials.
Project Brief
The Central Coast has proven to be a challenge to off-the-plan property sales, which is why all elements of this development needed to go above and beyond, especially the marketing.
Our brief was to create a brand which was strategically & visually too irresistible to ignore.
Project Innovation/Need
The criteria of a successful brand is to combine an element of strategy with beauty. We decided to combine a number of strategical elements, which all aligned to create a consistent, and unforgettable message.
We decided to combine the two strongest elements of this project.
1: The beauty of the proposed building - A work of art.
2: The close proximity to Avoca Beach - The sea.
Thus, the tag-line "Where water meets art" was born.
This inspired the name 'Canvas', and the brand identity of 'watercolour' (water based art).
The watercolour element was implemented to mimic the green/blue, birds-eye view of a beaches shore.
The 'register your interest' flyer was printed on a linen board, which holds a similar texture to a canvas board, however is much more affordable, and practical as a flyer.
Design Challenge
At this point, properties in Sydney were selling themselves, so it was hard to do wrong. Avoca and the Central Coast weren't selling as rapidly as Sydney, therefore the highest possible standard needed to be met.
Since we have yet to brand a Central Coast property, we did not know how the local demographic would respond to the campaign. This proved to be a challenge, as the project felt more like a 'pitch' to Avoca locals.
On another note, a personal challenge, was feeling that we've created a strong brand, however limited to it's effectiveness, as it's only a 'register your interest' campaign.
Effectiveness
Given that this project was a 'register your interest' campaign, the sales have yet to commence. Based on the client feedback, most people who cast their eyes over the materials, cannot help but comment on it's beauty & effectiveness.
Tags
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.
More Details