Project Overview
Tastefully paying tribute to the location's past as an adult entertainment venue and making way for new beginnings, Broadway sees rich textures communicating timeless sophistication across every touchpoint. Fronted by a contemporary facade, the built form asserts a distinctive presence while remaining unobtrusive, understated and elegant. Interiors have been curated to encapsulate the essence of liveable sophistication and evoke a sense of home.
Project Commissioner
Project Creator
Team
Earl.St
Project Brief
We needed to create a brand which didn't shy away from the past of the project's site as an adult entertainment venue, but celebrated the new beginnings. The project was focussed on introducing reasonably-priced, low density apartments for first home buyers and young families to the area. The brand had to be evocative, playful but at the same time sophisticated.
Project Innovation/Need
Broadway offers a reasonably priced entry to home ownership and brings new life to the project's location on Glen Huntly Road, Caulfield South.
Design Challenge
The site was previously occupied by an adult entertainment venue so had a rich local history which couldn't be denied, but at the same time we needed to create a brand memorable enough to get people thinking about Broadway's future.
We used an evocative curtain image to pay tribute to the past and signify new beginnings; an unveiling. We wanted the brochure to be something the purchasers would hold onto as a keepsake. The suede used on the slipcase presents the book as a premium object. The hoarding also features the curtain brand image, creating a touch of mystery and intrigue for passersby.
Effectiveness
Being a former well-known strip club to locals, we were aware we needed to subtly craft a brand and story around not shying away from it’s former use.
The result being the name ‘Broadway’ and the subtle nod to the establishment with the velvet casing; this showed honesty to the buyers and a cheeky laugh or two. It enabled the agents to show integrity and build trust resulting in financial close within a 6 week period in a very tough market.
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.
More Details