[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

Located in one of Kew’s most distinguished pockets, Daracombe is comprised of 14 timeless residences by the revered Paul Conrad, with gardens by John Patrick. The distinct materiality of the architecture was the inspiration our design-led brand direction, which featured still life imagery and a beautifully refined colour palette. All elements of the brand were also geared towards encapsulating the very premium, high-end nature of the project.

Project Commissioner

CDG

Project Creator

Earl.St

Team

Earl.St

Project Brief

Our brief was to produce a brand and collateral that communicated and celebrated the product's high-end design and premium materials.

Project Innovation/Need

Daracombe is an opportunity for the local downsizer market to stay within the inner city suburb of Kew, close to the CBD and other amenities without compromising on comforts and luxuries.

Design Challenge

Timing was a key challenge, launching in a flat market. Our task through design was to effectively communicate the benefits of Daracombe over other properties, including local established homes, and convince a discerning market to buy off the plan.

To achieve our objectives we chose to create an evocative still-life image resembling an abstract piece of art to show the building materials in an unexpected way and in doing so, highlight the quality.

All print collateral focused on ensuring any marketing material buyers interacted with communicated ultimate luxury through the visual design and tactility of materials used .

Effectiveness

We certainly couldn’t have anticipated the results we saw here! Confidence was key in the suburb of Kew; traditionally very conservative and at a time where median house prices had been annihilated to 20% of their former glory. Our mission was to showcase what modern living could look like, while playing up the use of bricks in the facade.

Daracombe's launch campaign using the artful and abstract image of the building materials saw high click through's from an REA eDM blast, which ultimately lead to 78 enquiries in a 72 hour period.




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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