Project Overview
Situated on the corner of Caddies Boulevard and Rouse Hill Drive, On Hills Central represents the first page in Rouse Hills’ latest chapter. Due to be completed in 2022, it will become a gateway to the new North Precinct – connected to the existing Town Centre by the new pedestrian overpass, and just a short stroll from the Metro.
The National Grid (TNG) was appointed by developer Ecospective to deliver the project’s brand strategy, naming, visual identity, location capture, motion, advertising, social media marketing, digital / print collateral and Display Gallery environmental graphics.
Project Commissioner
Project Creator
Team
Ecospective – Developer
Cox Architecture - Architects
Turner - Interior Design
The National Grid - Project Marketing
Binyan Studios - CGIs
Words by Nuance – Copywriting
Liza Rusalskaya via The Drawing Arm - Illustration
Matt Roberts - Animation
Helena Dolby – Photography
Scaffad – Display Gallery Production
Emerald Print & Rawson Print Co. – Print Production
Project Brief
The intent with the name 'On Hills Central' was to establish a memorable and unique identity for this development – that speaks directly to its ultra convenient location. Working in collaboration with the very talented illustrator Liza Rusalskaya, we came up with a series of adjectives that articulate the benefits of living here, all ending with '-on' – ConnectiON, RecreatiON, LocatiON, RelaxatiON etc. This theme was extended further into the names of the buildings and lobbies too – LivingstON and MaddisON – tying everything back to the master brand.
The vibrancy of our colour pallete, coupled with these relatable illustrated scenarios of 'the good life', stunning location photography (shot by Helena Dolby) and motion (animated by Matt Roberts) – equipped us with an asset bank that created a visual narrative that will undoubtedly stir desire in purchasers – looking for a real box-ticker; fantastic product nestled conveniently in the heart of it all – with world-class amenities, schools and excellent transport options.
Project Innovation/Need
With great confidence in the product and project’s team, TNG recommended that Ecospective take ownership of the Rouse Hill area. Instead of skimming over the development’s location, TNG invested energy into interviewing and photographing real locals getting a genuine insight into what residents love about the area. This depth and sensitivity to place is unusual in property marketing and what TNG are renowned for.
Design Challenge
Our design challenge came in the form of ensuring the On Hills Central brand had an exceptional customer journey akin to retail and cut-through on the busy high street of Rouse Hill Town Centre, where the Display Gallery is located.
Effectiveness
Despite rolling out during COVID-19 the team were able to convert 20 sales in the first two months of the campaign, which is a great success under challenging market conditions.
Client feedback has been that ditching traditional, ‘luxury’ golden tones widely used in property branding and adopting big, bold colours and illustration has helped purchasers remember the brand very easily.
It was a delight to work with the talented project team and TNG looks forward to the next project with Ecospective and all the project’s partners.
“It's been a great pleasure working with the TNG team. We have received enormous support along the journey. Their team is reliable, responsive and extremely professional. In addition, they were very proactive in providing creative solutions throughout the campaign. We hope to have the opportunity to work with the TNG team in the near future.” - Miller Zhang, Project Director, Ecospective
Graphic Design - Identity and Branding - Lifestyle
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 information style to audience.
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