Project Overview
555 Collins, developed by Fragrance Group and designed by Bates Smart, will be a new landmark on the Melbourne skyline, located on the city’s ‘Golden Mile’. Hoyne was briefed to create a brochure that communicated and celebrated the rare, premium nature of the product and its outstanding location. The brochure’s design is non-traditional, taking inspiration from the world of luxury fashion rather than the world of property. This unique approach contributed to the impressive sales results.
Project Commissioner
Project Creator
Team
Creative Director: Nichole Trionfi
Designer: Bridget Waddell
Strategist: Danielle Caruso
Project Brief
Designed by award-winning architects Bates Smart, 555 Collins is located on Melbourne’s most iconic street, known for its grand Victorian architecture and high-end retailers. The architecture promises to transform 555 Collins into a landmark of the Melbourne skyline, with strong, sculpted and sophisticated lines and a tapered building base.
Hoyne was briefed to create a brochure, as part of the brand and marketing campaign, that would speak to an affluent target market and instantly communicate to them the rare, premium nature of the product and its outstanding location.
Project Innovation/Need
Rather thank taking inspiration from traditional property campaigns, the brochure for 555 Collins takes visual cues from the world of fashion. We treated the tower as a luxury brand and created a brochure that was sophisticated and refined, with perfectly curated photography. It portrayed the building as a work of art, a desirable sculpture, which is so beautiful that buyers would want to possess it for themselves.
This aesthetic was extended to the campaign icon, which includes subtle linear and curved elements that mimic the cut of precious stones, emphasising the scarcity and limited nature of the product and referencing the architecture of the building. The high inspiration is drawn from high profile luxury brand icons such as Montblanc, Mercedes and Chanel, where beauty is rooted in symmetry and simplicity, reflecting a quiet confidence in the high quality of the product.
Design Challenge
A premium product comes at a high price point. The challenge lay in showcasing the value to buyers and demonstrating the unique, exclusive and refined nature of the product. Without a single stone in place, the brochure had to cement the building as an existing landmark on Melbourne’s Golden Mile, showing how it was already woven into the fabric of the city.
Effectiveness
The clear focus of the design contributed to the impressive sales results achieved.
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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