Image Credit : Mark Lobo
Project Overview
Lascelles is a group of 55 luxury apartments by developer Techin, located in Melbourne’s prestigious eastern suburb of Toorak. This was Techin’s first residential development in Australia, so Lascelles had firmly to establish them in the marketplace. The resulting brochure showcased the premium nature of the product and highlighted the craftsmanship involved in the architecture, interiors and finishes to instil confidence in our educated downsizer audience.
Project Commissioner
Project Creator
Team
Creative Director: Dan Johnson
Designer: Ruby Aitken
Copywriter: Jacquie Byron
Account Manager: Katrina Legge
Production: Manny Tsirmiris
Photographer: Isamu Sawa & Cory White
Printer: Gunn & Taylor
Project Brief
As Techin’s first residential development in Australia, Lascelles had firmly to establish themselves in the marketplace as a credible developer to support the high price point of the product. The brochure had to support this endeavour and present the development as a legacy project in a nationally renowned suburb.
Project Innovation/Need
The brochure had to represent the timeless, exclusive and prestigious nature of the product, and instil confidence in our educated buyer audience. Our target audience focus was on a downsizer market, and the brochure had to speak directly to them. This audience was made up of empty nesters and downsizers from Toorak and the affluent suburbs inner eastern like Camberwell, Kew, and Malvern who were looking for a lifestyle change, yet still wanted a home that matched their high status lifestyles. The brochure showcased the premium nature of the product and highlighted the craftsmanship involved in the architecture, interiors and finishes; the cover is a direct reference to the crafted wood that will be used in each apartment. We amplified stories about open green spaces, wine cellars and the significant levels of comfort buyers could expect. It called attention to Lascelles’ location in Toorak, Melbourne’s most prestigious suburb, by specifically highlighting three retailers in Toorak Village that summed up the essence of the brand. The overall style was theatrical and moody, which served the dual purpose of giving the imagery a premium feel and making the product appear like a showpiece on display.
Design Challenge
The key challenge that we identified, and that the brochure had to address, was an uncertainty among the target market about living in an apartment building. The concern was that they would miss key elements about the comfort of living in a private house. The brochure overcame this by appealing to things buyers may miss about living in a private home. We amplified the positive characteristics of apartment living, and demonstrated the little luxuries included in Lascelles that would made apartment life as seductive and comforting as a home.
Effectiveness
The aspirational campaign successfully appealed to the target market and ensured Lacelles' position among the highest ranks of Melbourne’s new developments, as well as firmly establishing Techin in Australia’s luxury market.
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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