Project Overview
Tailor’s Walk by Frasers Property Australia is a new masterplanned community delivering 436 new apartments and terraces to Botany in Sydney’s South-East, 10km from the CBD. The site, a former textile factory, provides the inspiration for the brochure that reflects the craftsmanship of the Frasers Property offering.
Project Commissioner
Project Creator
Project Brief
Botany has traditionally been recognised as an industrial hub rather than a residential community. However, with significant urban development occurring over the last decade, the suburb is under transformation. The brochure for Tailor’s Walk needed to challenge these inherent perceptions, and demonstrate a “new Botany” and a new quality of development in the area. Importantly, it needed to feel authentic and appeal a wide network of potential buyers, in particular young couples and families. This meant embracing the rich heritage of Botany and its existing community, while showcasing the emerging diversity of amenity and lifestyle on offer.
Project Innovation/Need
Two key themes of craftsmanship and community are referenced throughout the brochure. Interviews with a new era of local artisans and makers provided an insight into the changes occurring in the area and gives confidence in the community spirit and liveability of the suburb. Interviews with local artisans and long-term residents provide a genuine perspective on the area and represent an existing and real community spirit. A printed neighbourhood guide provides details of local amenity, recreational facilities and coastal retreats that are within close proximity. The brochure uses raw and natural finishes to reflect the authentic character of the product. Materiality and texture are demonstrated throughout, providing an insight into the character of the architecture. This tangible and tactile approach immerses prospective buyers and provides confidence in the craftsmanship and quality of the final product and also Frasers Property as the developer.
Design Challenge
The key challenge for the brochure was to change this perception of Botany as an industrial hub rather than a residential community. It had to clearly communicate the revolution taking place in the area and articulate that Botany offers an Eastern Suburbs lifestyle without the traditional Eastern Suburbs price tag.
Effectiveness
The brochure successfully communicated Tailor’s Walk as a new community that fits seamlessly into an established neighbourhood. Tailor’s Walk received a strong response and has achieved a consistent weekly sales rate exceeding set financial targets. To date as at mid-April 2016, 88 of the 155 (56%) Tailor’s Walk apartments have been sold, while 28 of the 37 (75%) Tailor’s Walk terraces have also been sold.
Tags
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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