Project Overview
Consisting of only seven luxurious residences over three levels, 97 Mathoura Road Toorak boasts one of Australia’s most revered and celebrated architects, Carr. The design integrity and clever use of hand-crafted materials throughout the residences are of the highest order — a level rarely seen in Australia.
Project Commissioner
Project Creator
Team
Creative Director - Brad Moore
Creative Services Manager - Nikki Johnstone
Senior Designer - Chris Davies
Copywriter - Annie Reid
Project Brief
The brief was one of the most exciting and challenging that we have ever received: Communicate and celebrate the spectacular level of architecture, interior design and fine materiality as envisaged by award-winning Carr, for the benefit of prospective owner-occupiers.
The catch? With the level of architectural excellence on display and substantial price tag, we had to take an exhaustive approach when considering brand positioning and be sure to cover every single detail in order to effectively demonstrate value.
Project Innovation/Need
‘The artistry of architecture’ – a simple yet evocative phrase – served to positively influence all collateral and campaign materials. Beautiful artist’s impressions, jointly art directed by Assembly and Carr, led the way in capturing the impressively spacious interiors and design minimalism. Bespoke case-bound feature brochures showcased the homes in all their beauty. From cross ventilation strategies, modern interpretations of classic winter gardens through to hand-made bricks and custom routing of Italian marble, we highlighted the stories behind 97 Mathoura Road in a secondary ’study’ booklet, further demonstrating all-important detail for prospective buyers.
Design Challenge
With no display apartment to showcase scale, materiality or finish quality, our brand positioning and brochure kit for Mathoura Road needed to do a lot of heavy lifting. It needed to establish a theme of absolute excellence from every possible angle.
Production of the marketing collateral was influenced by a desire to reflect the substance and attention to detail. Beginning with the monolithic exterior of the marketing kit, it revealed a hand-made leather-wrapped tray cradling two brochures within. Blind embossing, silver foiling and case-binding accentuated the feature brochure whilst the subtle exposed stitching of the accompanying study booklet was a nod to the genuine craftsmanship on offer throughout the project.
Effectiveness
Having armed the sales agents with every story, every detail and every nuanced piece of information about the residences, it made the job of demonstrating value straight forward. As the lead agent explained, "We've never had such a thorough, well-considered brand and brochure kit before. Quite simply, it's done most of our job for us."
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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