Project Overview

West End is a large scale, new urban sanctuary featuring designer residences with exceptional amenity, a boutique hotel, a retail plaza and open public spaces. It is a bold energetic community that lives in vivid colour, celebrating West Melbourne’s transformation into a sophisticated inner-urban address. It is a world-class collaboration of architects, designers and visionaries, coming together to create an eclectic, colourful and unique destination inspired by the site’s industrial past.

Project Commissioner

Trenerry Group

Project Creator

Cornwell Design

Project Brief

Cornwell was tasked to create the place identity, brand strategy and marketing communication tools across print and digital platforms. Apart from place, individual collaterals were required for each of the four residential buildings created by different architects and interior partners.

Project Innovation/Need

We created a strong place brand that truly reflected the character of the site, as well as distinctive brand identities for each residential building. They are very different from one another, while embracing the same brand essence. Our choice of typography was also inspired by the industrial heritage of its unique location.

Beyond the buildings, we layered and tiered our approach through multiple strategic campaigns, building a sense of community by featuring the visionaries behind the project, as well as future West End residents. We created exciting opportunities for the place to engage with the local community and potential buyers in a more meaningful way. A dynamic display suite features an on-site café and art gallery, which will be a permanent feature in the precinct.

Design Challenge

The challenge was to create unique brand identities across all different assets, but ensure that they effortlessly come together as a seamless whole. Featuring different colour palettes and design elements used by their respective architects and interior designers, we successfully achieved this while creating a cohesive brand family and a sense of community.

Effectiveness

West End saw enthusiastic response from the owner-occupier market, as well as local investors. As of April 2018, 70% of 377 apartments were sold since its launch, to a total sales value of $206.2 million.