[MEL20]

2020 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio, in 40 plus categories

the awards create future recognition from awesome projects

recognition of your team, clients and suppliers

Key Dates

4 February - Launch Event
26 March - Standard Deadline
30 April - Late Deadline
18 June - Judging
23 June - Rating Closes
25 June - Winners Announced
11 August - Awards Presentation


Website

Project Overview

Conceived by the innovative minds at Telha Clarke, Soho is a series of 15 sophisticated apartments in an unrivalled, village location. Depicting a union of bold design and luxury interiors, Soho is a home for those with a penchant for life’s finer things – nestled in the heart of culturally rich Hawksburn Village.

Project Commissioner

First Melbourne Developments

Project Creator

Earl.St

Team

Earl.St

Project Brief

We were briefed to capture the attention and convince both first home buyers and down-sizers alike that Soho would be the perfect new home. We needed to be careful not to over or under represent either demographic, but focus on communicating the architectural design and desirable location.

Project Innovation/Need

Soho provided an opportunity for younger buyers to enter the market in a new, architecturally design home within the desirable Hawksburn Village postcode.

Design Challenge

To highlight the area's vibrant community and generous amenity without isolating one demographic, we chose to use a boldly contrasting but classical colour-palette, paired with an abstract illustration style. The design and print collateral was intended to be informative whilst still playful, targeting a predominantly female demographic. The vibrant illustrated scenes were used to highlight the inclusive nature of the suburb, creating a warm village feel.

Effectiveness

Positioned on a busy Malvern Road we needed to differentiate the project and get a presence in record time. As such we pushed for a village appeal, synonymous with NYC’s fabled Soho precinct. Our narrative continued with launching and using the space to house various events including book launches, subtly enabling the campaign to sell a quarter of it’s stock over the quiet summer period Dec 2019-Feb 2020 before launching online only this month.




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.
More Details