Project Overview

Developed by Fortis with architecture by Bruce Henderson Architects and interiors by Ewert Leaf, Bower is a study in contrasts: a boutique development of seven apartments tucked away in a quiet enclave a stone’s throw from the vibrant buzz of Toorak Road, South Yarra. Our identity and campaign brought these differences to life by using the ‘O’ in Bower as a device to demonstrate the easy transition between the exterior world’s infinite possibilities and the inner calm of Bower as a haven of space, comfort and privacy.

Organisation

Fortis

 

Team

Head of Marketing - Kristina Granberg
Marketing Manager - Jess Garcia
Design Director - Graziela Machado
Copywriter - Sophie Noble
Digital Developer - Joel Birch
Animator - Keane Hughes
Printer - Special T

Project Brief

Bower needed to ignite desire in a highly discerning target audience – high-end empty nesters in Melbourne’s most liveable and aspirational suburb, South Yarra – and persuade them that these beautifully crafted residences were their ideal future homes. Located a minute’s walk from Toorak Road and South Yarra’s Forrest Hill precinct, Bower offers an idyllic mix of high connectivity and sanctuary.

Project Innovation/Need

Bower’s campaign focused on the use of the ‘O’ in Bower as a device to demonstrate the easy transition between the exterior world’s infinite possibilities and Bower’s sanctuary of inner calm – a haven of space, comfort and privacy.

Graphic design showcased this easy transition by keeping the ‘O’ in constant motion. The ‘O’ device is a die cut on the brochure cover while other letters of the Bower logo are printed on the brochure’s translucent pouch. This gives the logo movement as the reader removes the brochure from its pouch.

Using a translucent stock for floor plans within the pouch highlighted the possibilities of customisation, reminding the reader that they were able to curate the residence designs for personal preference.

The die cut ‘O’ continues through the brochure, evoking Bower’s inner and outer world. Rich colours, adventurous layouts with serif typography and evocative storytelling represent the outer; calm, neutral colours with sans serif typography represent the inner.

‘Do not disturb’ signs were included in the pouch as a playful gift, speaking to the contrast of Bower’s large entertaining areas and tranquil retreats.

The striking billboard focussed on high impact and cut-through. The use of type spoke to the adventurous – literally breaking free from the billboard frame.

Design Challenge

Bower’s graphic design challenge lay in engaging an educated, design-savvy audience and communicating the alluring contrasts of a sanctuary-like enclave and the infinite possibilities offered by living a minute’s walk from Melbourne’s most aspirational high street. We chose to create a high-end brochure with a die cut cover which purchasers could show off to friends and family, and to use playful devices such as the ‘Do not disturb’ sign to emphasise Bower’s inherent qualities. All aspects of Bower’s branding were considered to convey the development’s prestige, connectivity and elite design.

Effectiveness

Bower’s campaign immediately engaged and activated its target market, smashing previous sales records for Fortis. Sales targets were achieved within a fraction of the allocated period, enabling construction to start four months early. Securing early sales saved property holding costs, reduced marketing spend and allowed Fortis to re-invest. Other indicators of campaign success included sales engagement that vastly outperformed other local developments. The campaign easily outperformed industry benchmarks in all genres – print, outdoor and online.