Project Overview

Set high on a corner site, the eight residences of No.1 Carlisle cascade over four levels, embraced by large wraparound balconies that chase the sun.

An open invitation, where family and friends can laze away the weekend… or stay a while.

The perfect host – and home, right in the heart of beautiful Rose Bay.

Organisation

Fortis

 

Team

Head of Marketing - Kristina Granberg
Design Director & Illustrator - Emily Matthews
Content Marketing Manager - Liz Keene
Marketing & Relationship Manager - Jess Garcia
Copywriter - Sophie Noble
Render Artist - Third Aesthetic
Media Agency - Giles Cain
Printer - Special T

Project Brief

An homage to Art Deco with its thick masonry and curved walls, No.1 Carlisle exudes grace, gravity and permanence. A canvas for nature in its element; where the exterior’s textured and fluted natural stone is tickled by dappled shadows.

The Fortis creative team was tasked with creating an equally compelling positioning, brand identity and marketing campaign to communicate the unique characteristics of the development in a way that resonated deeply with the needs – both emotional and rational – of potential buyers.

Project Innovation/Need

We considered our competitors’ positioning of extravagant high-end lifestyles and saw an opportunity to contrast our development by presenting it as a home rather than as a hotel.

The tone of the campaign was grounded and intimate, presenting spaces for private, family-oriented moments. We focussed on Rose Bay’s village community, and the setback, private road position of our development with a level, short stroll to the harbour and friends. A life of leisure and calm.

The campaign’s strong, grounded visual identity uses the project’s layered white materiality to convey exterior introspection and interior expansiveness through white-on-white tones, large feature curves, rounded typeface and structure, simple open layouts.

The tonal palette is carried throughout, tying in the sun-kissed lifestyle photography and light-filled renders, striking an ideal balance between understatement and the spectacular.

Design Challenge

Launched in the middle of the pandemic, it was especially critical for the tone and execution of No.1 Carlisle to evoke the feelings of family and connection, focussing on the best of travel-like experiences – all from the intimacy of one's home.

The content loosely follows the delights of a holidaymaker discovering the local area. From early morning adventures of a coffee run and beach walk, through to a hosted family dinner in the evening, with a loose, relaxed illustration style and handwritten travel notes of local discoveries.

Effectiveness

With 955 hard enquiries (full contact details) over the campaign’s first eight months, No.1 Carlisle was in the top 4.6% of most enquired projects out of 284 live projects in NSW on Domain; and top 11% most enquired project on REA out of 163 live projects.

At No.1 Carlisle’s soft launch, the penthouse sold for $7.5 million, setting a new Rose Bay record with an internal sqm rate of $39,267/sqm. At the time of this entry, the project has 100% sold out off-the-plan in a record 9 months. ‘No.1 Carlisle’ has therefore exceeded its ambitious sales targets seven months in advance of the target date March 2022.