Project Overview
Sekisui House are a specialist residential property builder and developer. They have over 50 years experience in Japan and have built over 2 million homes and residential properties worldwide. Sekisui House have been in the Australian market for four years, currently employ over 200 people nationally, and during this time has invested over $1.5 billion with many more projects planned for the next 20 years. In 2013 Principals were engaged to undertake a brand refresh project, establishing a stronger, more competitive positioning for Sekisui House in the Australian market.
Project Commissioner
Project Creator
Team
Wayde Bull- Strategy Director; Susanna Kass - Strategy Consultant; Tui Horo - Group Account Director; Helen Spoor - Account Manager; Simon Wright - Executive Creative Director; Emil Makkar - Designer; Adam Leddin - Artworker; Vanessa Meaker - Operations Manager;
Project Brief
Sekisui House is a specialist residential property builder and developer. They have over 50 years experience in Japan and have built over 2 million homes and residential properties worldwide. Sekisui House have been in the Australian market for four years, currently employ over 200 people nationally, and during this time has invested over $1.5 billion with many more projects planned for the next 20 years. In 2013 Principals were engaged to undertake a brand refresh project, establishing a stronger, more competitive positioning for Sekisui House in the Australian market.
Project Innovation/Need
Sekisui House audiences range from potential home buyers, to investors and joint venture partners. We needed a more engaging and relevant way of communicating to them – beyond your standard brochure and a website. Something that clearly reflected both the design led philosophies of Sekisui House, and how much care and thought goes into the homes and communities they build.
The first edition of the magazine tells the complete story of Sekisui House, showcasing the breadth of work they undertake, and highlighting the many influences and inputs that go into creating a Sekisui House home or community.
We needed to tell the story in a way that would give insight into the organisation – and have it stand out from the other ‘corporate’ literature in the category. We wanted our audiences to understand what makes Sekisui House tick and why they are different from other property developers and builders.
Design Challenge
Through the magazine we want to tap into and reflect the unique craftsmanship of the products Sekisui House creates. We wanted to reflect the design led philosophy that sits behind the organisation and everything it does.
The magazine also needed to showcase key projects and the different areas of the business – without feeling like a brochure.
Print production was a key element of bringing the story to life. We developed a gatefold timeline that showcases the key projects Sekisui House has delivered and milestones achieved. Inspired by other design-based publications, we’ve incorporated different stock weights, and treatments to give the magazine pace and interest.
In addition to this, the combination of imagery, iconography, editorial style copy, pull out quotes and case studies delivers a publication that feels considered, substantial, demonstrates craftmanship and is interesting to read.
This magazine reflects the quality and design focus of Sekisui House.
Effectiveness
The brand will launch shortly to all staff via a National roadshow. The magazine will feature as a key communications piece along with a brand movie, to promote the position of the organisation and demonstrate the new direction being taken.
The magazine will then be on display, and for customers to take, throughout sales centres, show homes, and industry events. The goal is to produce the magazine twice a year, with the aim of continuing to showcase the work being done, and to connect with audiences via relevant and inspiring topics beyond, but relevant to Sekisui House homes and communities.
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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