Project Overview
Signature is a development of 263 apartments by Little Projects, located on Australia’s Gold Coast. As Little Project’s first entry into the Queensland market, the brochure had to communicate this as a legacy project that would set the standard for future developments in the region and overcome negative perceptions of the Gold Coast. A new vision of the Gold Coast was communicated, reframing the location as a sophisticated lifestyle destination. Following a successful launch in late 2017, Signature’s sales remain strong with high number of enquiries from the target market of owner-occupiers.
Project Commissioner
Project Creator
Team
Creative Director: Nichole Trionfi
Designer: Ziggy Huang
Strategist: Danielle Caruso
Account Manager: Katrina Legge
Project Brief
This was Little Project’s first entry into the Queensland market, so Hoyne was briefed to create a brochure that established the development as a legacy project which would set the standard for all their future developments in the state.
The project is set to deliver an unprecedented level of amenity to the Queensland market (a 50-metre infinity pool, a theatre, exclusive lounge and dining areas and a wellness centre). This needed to be celebrated in the project marketing as a key point of difference.
The market research also determined that buyers were mostly owner occupiers and early retirees, so the campaign need to appeal to that audience.
Project Innovation/Need
The brochure successfully painted a new vision of the Gold Coast, reframing the location as a sophisticated lifestyle destination.
Signature, as the name suggests, embodies the distinct character of the Broadbeach lifestyle and the development’s status as a legacy project.
To appeal to an older demographic, the campaign focused on what would matter to them most: infinite horizon, unlimited amenity, enteral elegance, countless connections and endless opportunities. This was represented in the campaign photography, which emphasised the never-ending beach vistas and park life, complemented by the great dining and shopping – a contrast to the traditional perception of the Surfers Paradise area.
This dawn to dusk concept was reflected in a contemporary brand palette of tans, warm grey and gold used throughout the brochure on beautiful transparent divider pages that perfectly captured the feeling of a warm Gold Coast breeze.
Design Challenge
The brochure had to overcome the many negative perceptions of the Gold Coast area as Australia’s Las Vegas, and associations with the slightly seedy nearby Surfers Paradise. And all this in the context of an already competitive and saturated market, where there were many competitors in the immediate locale.
Effectiveness
Extremely high numbers of enquiries were received with 30% of the apartments sold in 3 months. The project is regarded as setting a new benchmark in quality for the Gold Coast property 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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