Project Overview

Fridcorp draws inspiration from around the world to create buildings that inspire their buyers. An extraordinary new precinct in Hurstville, sculpted residential towers rise around a central retail and lifestyle plaza.

Project Commissioner

Fridcorp

Project Creator

Cornwell Design

Project Brief

Cornwell was tasked to deliver the place brand, leasing strategy, display suite activations and marketing communication tools across both print and digital channels.

Project Innovation/Need

Hurstville is a highly diverse neighbourhood with a multicultural and eclectic community. The development is about celebrating modern living and a vibrant village lifestyle in a contemporary mixed-use destination. It was important that the design showcased Fridcorp’s unique brand fingerprint while appealing to the largely Asian demographic without becoming cliché.

Design Challenge

Our design challenge was to ensure that the elements of beauty, liveability and lifestyle are communicated in a way that resonates with a diverse and dynamic target audience. For the brand imagery, Chinese paper cuts were created and used to depict beautiful artful forms, inspired by the architecture. Our inspired approach complemented and appealed to the cultural sensibilities of the community.

Effectiveness

We successfully created a cut-through brand that was the talk of the local area. There was phenomenal interest in the project, especially from owner-occupier buyers who live within three to four kilometres of Hurstville. Most apartments were purchased off-the-plan before construction commenced in August 2017, due for completion in 2019.