Project Overview

Bensons Property Group is a leading developer of landmark Melbourne apartment projects, in collaboration with award-winning architects, quality builders and interior designers. Acquiring a desirable site on Chevron Island, the Group’s inaugural Gold Coast project will present the first high-rise development on the island, just minutes from Surfers Paradise. The development will be brought to life as an inspired address and arts precinct.

Project Commissioner

Bensons Property Group

Project Creator

Cornwell Design

Project Brief

Cornwell was tasked to create a premium brand for Chevron One, the first high-rise residential tower in Chevron Island, while clearly differentiating it from other projects in the surrounding area.

Project Innovation/Need

Our creative response needed to reflect the site’s unique location, the new arts precinct and Gold Coast lifestyle. We took the opportunity to brand the island in a pre-campaign, positioning Chevron Island as an escape from the hustle and bustle of Surfers Paradise and the Gold Coast before a vibrant launch campaign. This also offered our client the opportunity to ‘own’ the island for future developments.

Design Challenge

The challenge was to capture the vibrance of the area while moving away from the cliché of Gold Coast properties. We achieved this through the lens of art, collaborating with French artist and illustrator Ray Oranges to create a series of colourful imagery with an art deco, Miami-esque vibe, celebrating the vibrant island life and arts precinct.

Effectiveness

Chevron One’s pre-launch and launch campaigns created great cut through in the highly saturated Gold Coast property market, achieving $33 million in sales within a month of its launch. Benson Property Group is delighted with the enthusiastic market response as owner-occupier buyers continue to demonstrate interest in the art-inspired residential tower.