Project Overview
A boutique series of three bedroom luxury park-side residences composed by masterful studios DKO Architecture, Mim Design and Paul Bangay. These 12 apartments are impeccably positioned right across the road from Balwyn Park, with prime access to the Balwyn Cinema, and the restaurants, boutiques, services and schools that collectively form the suburb’s revered identity.
Project Commissioner
Project Creator
Team
Earl.St
Project Brief
We were tasked to develop a brand and expressions of brand (moving image, printed collateral, digital) to connect with an audience of savvy, affluent Balwyn local buyers. We needed to communicate the prestige of these design-forward homes positioned enviably opposite the leafy Balwyn Park.
The aim was to present both the lush greenery of the locale and neighbouring park as a unique selling point whilst conveying the ultimate sophistication and design thinking of the highly revered design team – an unmatched collaboration within Melbourne’s property market.
Project Innovation/Need
The wealthy locale of Balwyn appeals to a sophisticated and design-forward audience, so an exceptionally unique project and campaign execution was required to appeal to the intended audience.
The building was designed to complement the curved forms of the Art Deco architecture in the area, and as such, the facade features a distinct curved edge which was reflected heavily in the campaign as an iconic symbol of the brand. Subtle forms of curvature also continued throughout the interior to echo this sentiment.
Design Challenge
The campaign required a sensitive approach to the neighbourhood, as this was opposite a much-loved local park. Therefore only a high-calibre project would be accepted by the local residents and neighbourhood. We needed to intrigue new buyers and set the local residents at ease, knowing the new project would deliver a built form sympathetic to the existing street frontages.
The brand photography of the single leaf graphic communicates a striking sense of drama for the project, echoing the curves of the building while referencing the natural surrounds of the park and the lush landscaping within the project. This is reminiscent of a sculptural object which could be found within your home, or as an art piece.
The Brochure made a memorable impression, due to its sheer size and density – conveying a sense of importance and longevity to the buyers. Complete with rich design insight from the team, as well as an abundance of imagery, interviews, sketches, elevations and illustrations.It was complete with high-end print finishes – secret short pages to reveal design content, and an exposed internal spine, a small but significant design consideration.
Effectiveness
Balwyn Park was a record-breaking project which saw the market eagerly scrambling for the opportunity to snap up one of these park side residences. Market conditions were anything but favourable in the middle of 2019, though the timing of this project seemed to sneak in at just the right time, launching just as the market started to get some momentum in Q4 seeing all homes sold in a 12 week period. Balwyn Park also achieved a record Penthouse price at a record $/sqm rate against other projects in the suburb.
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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