Image Credit : Lynton Crabb
Project Overview
Tullamore, Doncaster was being developed into a unique 800 home residential community by Mirvac. From country estate to renowned golf course, Tullamore has played a significant role in Doncaster for over 160 years and the development needed a strong identity. All branding reflected the significance and elegance of the site’s heritage.
Project Commissioner
Project Creator
Team
Dan Johnson: Strategy and Creative Director
Nichole Trionfi: Design Director
Danielle Caruso: Account Director
Richard Hollins: Finished Art
Jacqui Byron: Copywriter
Project Brief
Tullamore’s campaign took advantage of the exceptional natural surrounds, prestige golf club setting and remarkable heritage. The site retained verdant gullies, century-old trees and a stately homestead but added new parks and recreation. Along with the brand campaign, the collateral would reflect the significance and elegance that the new development will retain.
Project Innovation/Need
The brochure design reflects the significance and elegance retained in this new development. Photography and copy is given plenty of space, an apt reflection of the landscape and homes on offer here. Moments to stop and reflect are provided via large poetic statements. The unique physical character of the site – foliage, fauna and manmade elements – is gloriously depicted. The golfing heritage of the site is subtly referenced; colour palette, textures and patterns draw from this world, further aligning with the brand positioning. Every physical detail of the brochure is meticulously designed and crafted, resulting in Singer-sewn binding and a cover that resembles a leather-clad journal.
Design Challenge
We had to be mindful of the heritage of the golf course. We also created two campaigns to resonate with an Asian market and the local Australian market; understanding that each have different drivers.
Effectiveness
After a two-day launch, all 195 properties from the first release were sold. Mirvac now have plans to fast track the second stage release.
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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