Image Credit : THERE
Project Overview
A multi-residential property brand campaign for Canberra’s most ambitious developer, GEOCON. Metropol is the ultimate in city living. Located in Canberra's epicentre and is overlooked by Mount Ainslie. Metropol puts you within moments of every imaginable amenity. Food and fashion. Entertainment and leisure. Universities and schools. Bars and nightlife. Set foot outside at any hour, day or night, and walk straight into the epicentre of contemporary Canberra. The building overlooks Canberra's heritage Glebe Park and offers discerning buyers the opportunity to… 'Own the City'.
Project Commissioner
Project Creator
Team
Paul Tabouré - Executive Creative Director
Jon Zhu - Senior Designer
Dave Gale - Senior Designer
Trish Zielke - Designer
Mansur Amiri - Designer
Ebony Goh - Designer
Tania Sacco - Project Manager
Project Brief
GEOCON's mission is to transform Australia's Bush Capital into a global city, by delivering world-class innovation and global inspiration to Canberra.
Featuring beautifully appointed 1, 2 & 3 bedrooms apartments with premium finishes and features Metropol is Geocon's boldest, new Canberra City development yet, revolutionising the way apartment owners experience shared amenity. For example every Metropol resident enjoys private shared access to the luxurious top-floor penthouse.
THERE worked closely with GEOCON, successfully launching its fourth GEOCON development and delivering record results for Canberra. Early involvement and defining a well articulated brand strategy and positioning, enabled a cut-though brand campaign.
Project Innovation/Need
An unconventional development, needed and unconventional design approach. Instead of the architecture inspiring the brand, the brand was created first and then used to inform and inspire the striking architectural ‘ziggurat’ design form by Fender Katsalidis architects (of Mona fame). The brand idea was inspired by the yesteryear glory days of opulent living in a buzzing metropolis – the idea of having it all and 'owning the city'.
Design Challenge
Considered and elegant campaign elements were key to supporting the Metropol sales journey THERE delivered effectively across; brand strategy and campaign, copywriting & art direction, sales brochure, digital and press advertising, a pop-up display suite & a hero launch brand movie.
Effectiveness
Design effectiveness – The market response to VIP launch was immediate and clear – Within 3 hours, almost half the developments stage one was sold, generating $80 Million + in sales.
Graphic Design - Publication
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 of information style to audience.
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