2018 Sydney Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Key Dates

22 February - Standard Deadline
22 May - Final Deadline
24 May - Judging & Ratings
30 May - Rating Closes
31 May - Winners Announced
17 July - Awards Presentation

Metropol [DRAFT]

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Photo 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



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.

User Experience

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.

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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