Project Overview

Ode. Timelessly Toorak.

Organisation

Fortis

 

Team

Head of Marketing - Kristina Granberg
Marketing Manager - Jess Garcia
Design Director - Sarah Magro
Copywriter - Sophie Noble
Render Artist - Large Arts
Printer - Special T
Signage - Signarama St Kilda

Project Brief

Founded on the past, created for tomorrow, Ode has been meticulously curated for enduring perfection in residence. Open and elegant. Calm and private. From the very foundations, these seven boutique, 3-bedroom residences are a living tribute to the area, and those who reside in it.

There’s an inviting warmth throughout: the timber flooring, soft neutral palette and quality materials add layers of texture and comfort. And with the future firmly in mind, solar panels power communal services, with provisions for electric-car charging in place. A singular address; a home for generations to come.

The Fortis creative team were asked to create a compelling positioning, brand, and marketing campaign in order to effectively communicate the unique characteristics of the development, in a way that would connect with local Toorak residents.

Project Innovation/Need

Central to the development of Ode’s identity was the brand idea of ‘enduring time’ – a brand that would act as a visual ode to past, present and future. This idea is embodied in the logo as a wordmark featuring typography inspired by the building’s architectural language of strong, elegant forms. The play of light on these characters reveals a new perspective; shadows that simultaneously look backwards and forwards.

Realised across marketing collateral, the brand was designed as truly bonded to the habitable experience. Minimal, structured choices reflected the strength of the architectural vision and helped build a unique branded experience.

Design Challenge

Fortis needed a campaign that could shift the perception of their company within the Toorak community, from being unknown, to being trusted and endorsed. A challenging feat for a (at the time) relatively new, Sydney-based, development company.

We used qualitative on-the-field research to get to the heart of what the community was truly passionate about. We learnt that although the second most affluent suburb in Australia, for fiercely loyal Toorak locals, the real measure of value is how long you’ve lived in the area, and the answer is usually in the decades.

Locals loved to tell their own story, and of how they fit into the history of the village. Our approach to the campaign’s design was a simple yet elegant way to show our understanding of the local mindset.

Effectiveness

- 83% eDM open rate – industry average 19.67%
- 42% eDM click rate – industry average 1.8%
- $0.26 CPC – industry average $1.72 CPC
- 19.49% engagement – on Instagram. Industry average 3%
- 8.33% engagement – on Facebook. Industry average 0.09%