[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
17 June - Final Deadline
18 June - Judging
2 July - Rating Closes
4 July - Winners Announced
13 August - Awards Presentation

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Website

Project Overview

Introducing Cobild. Not your typical.

Cobild are a Melbourne-based construction specialist, working with some of Melbourne's most respected developers and architects. With a focus on building high-end apartments and commercial fitouts, they've successfully completed dozens of projects to an incredibly high standard. However, with the sizable increase in apartment developments in recent years, there has also been a sizable increase in competitors. Struggling to differentiate and cut through the clutter, Cobild turned to Assembly.

Project Commissioner

Cobild

Project Creator

Assembly Branding

Team

Creative Director - Brad Moore
Creative Services Manager - Nikki Johnstone
Senior Designer - Chris Davies
Illustrator- Antra Svarcs

Project Brief

The brief was simple. In a highly active market, with an abundance of builders promising the highest of quality, we had to differentiate. We had to unearth what was unique, and we had to think a little differently. We needed quality brand strategy, clear positioning, identity and a suite of materials to effectively communicate.

Not always is there an 'a-ha' moment. But this time there was, and it was a defining moment. Halfway through the briefing session, an employee got out of his chair and executed yoga-like stretches on the ground. He was soon followed by other Cobild team members. ‘Stretch the body, stretch the mind’ we were told. We knew then we were partnering with a very different type of builder. Definitely not your typical.

Project Innovation/Need

‘Cobild. Not your typical’. An evocative phrase which underpinned a unique and unapologetic brand positioning for our client.

For a client un–like the others, we needed 'un–typical' copywriting. Steering clear of generic builder jargon, we instead injected some much-needed personality into the brand language. Underpinned by a foundation of business smarts, we mixed in a little bit of humour to put a smile on your face; and Cobild is now a standout.

A suite of illustrations was commissioned to add depth to the brand and support communications. Executed by the talented Antra Svarcs, they successfully visualised Cobild’s strengths and points of difference. Who doesn’t want to see a builder doing yoga?

Design Challenge

The key design challenge was the need to communicate Cobild's genuine advantages, in a market that is ultimately price-driven. A builder is a builder, right?

Well, that's not quite the reality. And it was our job to demonstrate it. Our strategy saw us focus on long-term benefits. Cobild's unique approach to creating advantageous business relationships (coffee test anyone?), along with their spirited values and un–compromising attention to detail was the key to success.

Effectiveness

We’re afraid the new brand has added to the Cobild workload. But in a good way. The first half of 2019 has been an incredible period of new business and new recruitment to help support the increase in workload.




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 information style to audience.
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