Project Overview
Bowen & Queens is a collection of magnificently designed apartments from developer Wuzhong International, that epitomise the stylish, urban lifestyle that is so synonymous with Melbourne.
Designed by the highly regarded Plus Architecture, the building was spectacular in every aspect, steeped in quality and artistry. Every residence was designed to provide a lifestyle experience that was second to none.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Rachelle Collard - Designer
Ant Bray - Account Director
Danielle Emond - Account Manager
Floodslicer - Photography/Computer generated images
Project Brief
At tomorrow, we were tasked with producing the brand identity for this collection of luxuriously appointed residences, inspired by its idyllic location between two of Melbourne's most renowned parks.
The development was also Wuzhong International's first in Australia, so it was very important to them that it make an elegant, successful statement, that would aid them in building their corporate profile.
Project Innovation/Need
We needed to appeal to owner occupiers and investors, creating a brand that attracted both local and international buyers in these categories.
We paid close attention to the well-recognised amenity and landmarks of Melbourne. Integrating beautiful lifestyle photography and maps, we pointed future residents to the places they would have the pleasure of experiencing every day. These locations are as important to those who are Melbourne-bred as they would be to international newcomers. Two significant landmarks, Albert Park and the Royal Botanical Gardens, inspired the leaf arrangement seen in the brand work, further creating a sense of place within Melbourne’s landscape.
We conducted further research into the project’s location, on the corner of Bowen Road & Queens Road, South Melbourne. We discovered that South Melbourne was once known as Emerald Hill. Combining the ideas of the precious stone with the project’s street name, we created a jewel icon, reflecting the organic geometry seen in the building’s architecture.
By highlighting the coveted location, we knew potential investors would recognise the stability of this area, creating buyer confidence.
The blend of a rich colour palette, a custom designed brandmark, considered copy and finishing touches such as metallic foiling, embossing and elegant banding, resulted in a brand of handcrafted luxury. To generate more interest and recognition from our target audience, Insta-famous Brooke Hogan was the face of the campaign.
Design Challenge
The challenge for this project was balancing the sense of prestige synonymous with the South Melbourne area with the attainability the client desired. Due to the wide variety of product available within the building, the buyer profile ranged significantly from those seeking 1 bed apartments, to high profile clientele purchasing a two-storey penthouse. We resolved this by appealing to the high-end buyer through premium positioning, while also creating an aspirational vision for those seeking a smaller apartment.
An additional challenge for this brand was being appointed after renders, photos and video were already almost completed. To ensure all the elements told the same story, we had to workshop the entire vision with the client to confirm the overarching brand ideals before jumping into design.
Effectiveness
Upon commencing our registration of interest campaign for Bowen & Queens, prior to the main launch, we were able to generate an impressive number of enquiries, creating a substantial database of leads for the agent.
This database proved incredibly beneficial once we officially launched the project, with 25% of the residences sold in the first four weeks.
We believe that our branding contributed heavily to this success by elegantly and effectively connecting the product to the right audience.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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