Project Overview
Amersham was a high end, boutique development of just 24 apartments in West End. Featuring stunning architecture, breathtaking views and a vibrant location, it offered a stunning quality of life for those lucky enough to reside within.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Eliza Minty - Designer
Ant Bray - Account Director
Nikita Russ - Senior Account Manager
Project Brief
Our brief for this project was to ensure that it embodied the vibrant, eclectic nature of its surrounds and the history that had shaped it.
The sub-tropical nature of the environment also needed to come through in the branding, as did an inherent sense of quality and style.
These were landmark apartments and we needed to ensure that our target markets would recognise that.
Project Innovation/Need
In an environment where you're always trying to come up with a hook to help market a development, it was a refreshing change of pace to simply allow the inherent quality of the product to do the talking.
The apartments at Amersham were simply beautiful. The architecture and interior design was first class, enhanced only by the fact that there was only 24 of them, when the site could have yielded up to 60. That was a conscious decision by the developer to provide quality over quantity and that is not something that everyone would do.
This approach filled a need for high quality, boutique product in a market where it was largely undersupplied.
Design Challenge
The biggest challenge we faced with this project was running a Brisbane job from our Melbourne office. Our entire design studio is Melbourne based, so we relied heavily on our Brisbane staff to provide us with information and guidance as necessary.
Of course there were several trips north in order to familiarise ourselves with the location and its benefits, as well as to co-ordinate photoshoots and other production tasks.
Ultimately though, the challenges were more in our heads than in reality and we overcame them quickly , ensuring the project ran incredibly smoothly.
User Experience
When we were launching Amersham, the entire project team knew that the Brisbane property market was slow. We were able to generate enquiry, however, buyers were not highly motivated to make quick decisions.
The market began showing really positive signs around Christmas, however, that was somewhat derailed by the pandemic. We're sure there will be a strong rebound once we all come out the other side.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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