Project Overview

Designed by C.Kairouz Architects, Curate is an exquisite collection of five double-storey town houses and six apartments. From the impeccable design of each residence, to their unparalleled surrounds, Curate offers new opportunities for modern living in one of the city’s most celebrated areas.

Earl.St’s approach to the creative involved establishing an aesthetic that juxtaposed with other marketing campaigns in the area, and in the saturated local market. This was achieved through the use of bold colour and alternative print production methods.

Project Commissioner

Werden Property Group

Project Creator

Earl.St

Project Brief

Earl.St’s client wanted a campaign that stood out when compared to the typical sales approach in the local Glen Iris market. As the development consisted of a mixed product type, we also had the unique task of trying to capture both ends of the demographical scale, targeting both first homebuyers and downsizes.

This was achieved by pairing a bold colour palette with a high-end classic brand, along with finding a unique yet practical approach to the print collateral. The project scope consisted of a brochure, digital, site hoarding and press.

Project Innovation/Need

Our approach was highly innovative within the context of the area’s typical sales approach at the time of launch. The aesthetic was especially bold for the local market at the time, which was a calculated risk in this respect. The site address also had multiple nearby competitors, all of which took a fairly conservative approach to market. As such, the need for a unique creative direction was hugely integral to a successful sales campaign.

Design Challenge

Our main challenge was managing the risk involved with trying to be different in a market used to consuming a certain style of campaign; it was essential not to polarise potential buyers. We took to this challenge by producing a brand with flexibility, most notably when used as an abstract ‘stepped’ iteration which would appear on the brochure cover and website. This was paired with a bold yellow brand colour, which helped assert extra presence when applied to print media.

Effectiveness

When Curate launched in June last year, the initial campaign yielded 56 enquiries in the first week and 203 in the first month – almost double its competition and industry standard for a project of this scale. There’s little doubt this positive response was on the back of a bold creative strategy that set it apart from its local rivals.