Project Overview
Woodlea sets a new benchmark for suburban living. Located 29km from Melbourne’s CBD, and set to provide a projected 7,000 new homes, the vision and planning behind this huge development was momentous. As part of the Herald Sun’s ‘Future Melbourne’ campaign Hoyne created a series of illustrations to spark excitement around the next product launch. They successfully reinvigorated the brand and brought to life Woodlea’s position as a richer community with strong connections and a greater, more exciting future.
Project Commissioner
Project Creator
Team
Creative Director: Nichole Trionfi
Designer: Elliott Pearson
Account Manager: Bryan Ba-Pe
Project Brief
The early success of the project has been phenomenal, with Woodlea achieving recognition as Australia’s fastest selling community in 2016. In 2017 Woodlea partnered with the Herald Sun as part of their ‘Future Melbourne’ campaign. Hoyne was briefed to create a campaign to build the Woodlea brand and generate excitement around the launch of the new Woodlea Townhouse product.
Project Innovation/Need
We leveraged the existing brand equity, evolving the original campaign to give it a youthful facelift that would appeal to a younger, more urban demographic and ensure that the Woodlea story remained relevant in the market. The campaign focused on building the Woodlea brand and positioning it as ’A new era of suburban living for Melbourne’s West’.
Design Challenge
Through fairly simple illustrations we had to bring the development to life and show Woodlea as a connected community of the future and the unrivalled benchmark of modern, suburban living in Melbourne. The illustrations had to take the original Woodlea brand and reinvigorate it to appeal to a different target market. The illustrations also had to communicate the scale and sense of community that will underpin the masterplan. However, despite this challenge the illustrations are bold, entertaining and informative.
Effectiveness
The campaign attracted a huge amount of positive comment and interest from both the media and the market.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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