Project Overview

Situated on Sydney’s Wentworth Point peninsula, the vision for One The Waterfront was simple yet incredibly ambitious – to create a residential resort community on par with the worlds finest. Embracing the waterside atmosphere with its lush landscaping, incredible amenities and inspirational materials, One The Waterfront offers a sublime resort-style ambience.
From the Amalfi Coast to private islands in Fiji, the Bahamas, and the Maldives, resorts are the ultimate antidote to fast and busy urban lifestyles. One The Waterfront encapsulates all that’s best about the resort lifestyle, but rather than a fleeting holiday, it lets you live in this environment every single day.
In order to successfully sell this vision to potential purchasers, Piety THP engaged a number of Australia’s top consultants across Architecture, Interiors, Landscape and Design in order to produce an outstanding and market leading brand and sales campaign.

Organisation

Piety THP

Team

Piety Thp is a leading property development and investment company and the driving force behind One the waterfront. It is the latest in a long line of imaginative and award winning residential and mixed use development that are helping shape the future of Sydney.

One the waterfront represents their next step forward. working with world class partners, they have put their heart and soul into making this landmark.

Rare is an integrated creative agency, providing a single-point marketing solution tailored to the specific needs of the property, financial services and retail industries. The Rare solution encompasses strategy, branding, creative, display suite fit-out, signage construction, print, interactive, advertising and media planning - enabling us to have complete control over the entire marketing process and offering our clients a distinct and measurable advantage.

Project Brief

The brief was to produce an integrated campaign, including web, interactive, marketing collateral and a sales display environment in order to bring the One The Waterfront experience to life. The campaign needed to cut through an extremely congested property market to attract purchasors and most importantly capture the essence of Piety THP’s vision for One The Waterfront as Australia’s finest new residential resort community.

Project Innovation/Need

From project inception, the team took a highly collaborative approach. A number of brainstorming sessions were held, bringing together creatives from a variety of disciplines including Architecture, interiors, landscaping, design and marketing. These sessions allowed the team to share ideas and work in unison - not only to create a standout project but also create a marketing campaign which captured the essence of the project. A process such as this is a rare occurance in the property industry, where the norm is to let creatives work in isolation and bring the various elements together once complete. We feel this process forstered innovative thinking, brought new ideas to the table and lead to a more cohesive underlying design approach throughout the project.
From a brand and marketing perspective, there were a number of innovative components to the campaign. The sales and display environment took cues from the worlds finest hotels and resorts, featuring a level of design and finishes rarely seen in residential real estate sales environments. A significant investment went into technology, with the installation of a full size digital view wall, in addition to a theatre and partial recreation of One The Waterfront’s ‘Club One’ private residential club.

Design Challenge

One of the greatest challenges in the campaign was ensuring that the branding and marketing stood head and shoulders above anything else in the market. In the immediate area, there were several competing projects and many more throughout Greater Sydney. The team relied highly on one another to provide critical assessment of all aspects of the project in order to ensure they were all being delivered to the highest quality possible and stuck to brief. This involved consultants providing input on areas they typically wouldn’t (as an example, the creative team providing input on amenities and landscaping, the architects & interior designers providing input on brand and marketing etc) however in the end this proved to contribute to the success of the project and remarkable sales results.
A secondary challenge was the delivery of the campaign to an extremely tight timeframe. This involved all consultants working in unison and constant communication in order to hit deadlines.

User Experience

Creating a best-in-market User Experience was critical to the success of One The Waterfront. Not only did the display & sales environment need to clearly communicate the key salespoints for the development, but it also needed to ‘transcend bricks and mortar’ to provide potential purchasers with a window into the ‘One the Waterfront Experience’. The User Experience strategy encompassed the physical look, feel and finish of the display environment including audio visual installations, right down to the presentation and manner the sales team treated potential customers. Great care was taken in ensuring even the smallest and often overlooked items in the marketing collaterial such as floorplans, finishes schedules and stationary were produced to the highest standard and featured embellishments typically reserved for the main sales brochures and more significant handout collateral.