Project Overview
After lying dormant for the last 15 years, one of the last parcels of land in Melbourne’s west was about to be developed by Dennis Family Developments.
Project Commissioner
Project Creator
Team
Photographer: Jules Tahan
Printer: Dr Print
Project Brief
To name, brand, and launch to market a unique in-fill development set amongst established estates in the crowded western growth corridor of Melbourne.
After localised group research first interrogated and then confirmed market attitudes to such a development, it was clear that a more ‘urban’ set of values should enfold this brand. Everything from the estate name, brand design to the communication strategy promotes a distinctly ‘Urban Euro’ style to help it stand clear of its surrounding competition.
Project Innovation/Need
The name: Modeina. Combines overtones of modernity and European heritage – two important elements from research results.
The logo. The circle denotes a comforting enclosure that infers protection, community and homeliness. The blue water element represents the substantial creek bordering the property. Brought together as a wordmark, it successfully reflects the urban motif inherent in all Modeina communications.
The imagery. Lifestyle photography, highlighting the promise of a vibrant community life at Modeina, was given a contemporary visual execution – everything was given an Instagram style of finish. This lifestyle imagery was supported by a series of panoramic estate renderings, also given the ‘Instagram’ treatment, to bring them into line with the Modeina look.
The copy underscored the desire of purchasers for a community that really understands them, with headlines created around the phrases, My kind of place. My kind of people. My kind of living.
Design Challenge
As the central print piece, this brochure had to set the tone for the whole development – contemporary, relevant, and importantly setting the ‘value for money’ bar pretty high as the land is selling at a premium compared to its competition.
A combination of embossing and foil stamping highlights the front cover branding. Panoramic renders feature on a number of fold-out pages. The renders are complimented by a host of ‘Instagrammed’ lifestyle images supported by the ‘My kind of…’ copy lines.
As important as this brochure is, it is just one piece of a complete suite of offline and online materials created to tell the Modeina story.
Effectiveness
It is still early days in the life of this unique development, but already five stages have been released and are selling through strongly.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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