[MEL19]

2019 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Key Dates

5 March - Launch Event
9 April - Standard Deadline
7 May - Late Deadline
18 June - Judging
2 July - Rating Closes
4 July - Winners Announced
13 August - Awards Presentation

Sydney Street [DRAFT]

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Project Overview

From renowned property developers V-Leader, Sydney Street is a luxury residential project designed by Wood Marsh Architecture and landscaped by Eckersley Garden Architecture. Located in a highly sought-after pocket of Prahran, the development’s architecture was largely inspired by its parkland surrounds. Presenting an architectural extension of the site, its form depicts the organic, beautiful shapes of nature, drawing on imagery from elongated plant stems, tree curvatures and undulating water ripples.

Project Commissioner

V-Leader

Project Creator

Earl.St

Project Brief

V-Leader appointed Earl.St to name, brand and develop a full suite of marketing collateral, including sales brochures, sales printed material, EDMs, DMs, press advertising, banners, display suite and on-site signage. It was important we capture the exclusivity of the project as well as the design vision of Wood Marsh.

Project Innovation/Need

In order to effectively articulate the project’s underlying essence and design vision, close collaboration with V-Leader and Wood Marsh was essential. We implemented a pared-back and refined aesthetic, enabling the project to stand out amongst the noise of surrounding developments while also complementing the project’s design-led approach. As a result, the brand accentuated the building and architecture rather than overpowering or taking away from it.

We utilised premium paper stocks, linens and finishes throughout the print collateral to align with the high-end status of the project. This also enabled us to create print items that people would want to hold onto as a keepsake rather than dispose of. Our focus was less on generating typical sales content and more on creating highly curated, gallery-esque books and sales material – encapsulating the project essence in a timeless format.

Design Challenge

Our main challenge was to cut through an over-saturated ‘luxury’ residential market in the area of Prahran while also gently showcasing the uniqueness of the design and the authenticity of the project vision.

Effectiveness

Through our understated approach to the brand and marketing, we were able to generate significant intrigue around the project. Rather than spoon-feeding potential buyers information, our approach was effective in drawing people in, pushing them to find out more about the project on their own accord. The client and collaborating teams have expressed they are incredibly pleased with the print outcomes and feel we have achieved the objective of articulating the project and design vision through print and other collateral.




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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