Image Credit : Joseph Harper – Photographer/videographer , Toby Peet – Display suite photography
Project Overview
We worked with boutique property developer, Amara, to create the new brand for inner city Sydney development, Amara Alexandria. Our brand marketing approach is in line with the area’s changing appeal and taps into the community’s demand for positive spaces that respect our inner well-being, amongst Sydney’s busy urban backdrop.
Project Commissioner
Project Creator
Team
Executive Creative Director: Vince Frost, Creative Director: Ant Donovan, Senior Designer: Alex Dalmau, Client Services Director: Emma Stone
Account Director: Phil Smith, Production Manager: Jason Hughes
COLLABORATORS
Fox Johnston – Architects, Knight Frank – Real estate agents, Sarah Clark – Writer, Creative Threshold – Interior renders, Mogamma – External renders, Chee Productions – Executive producer, Illustrator - Bodil Jane -Illustrator
Project Brief
Our team in design, digital and branded environment developed marketing assets across all brand touchpoints. The project kick-started with brand strategy devised to also steer the master brand, followed by design and development of the brand identity, naming, an editorial style property brochure, print and digital ad campaigns, social media and video content. A key deliverable was the display suite designed and built by our branded environment team while our digital marketing team developed the website and digital advertising executions.
The core insight directing the brand’s creative development was the notion of ‘happiness’ and its relationship to our physical surroundings. The brand name itself, Amara, is a woman’s name meaning ‘beloved’, fitting perfectly into the brand’s philosophy that acknowledges beauty in the detail, holistic happiness and the idea of a life well-lived.
Project Innovation/Need
We set out to achieve cut-through and find a way to surprise both the client and the market. The campaign offers this with a real point of difference. For maximum street presence, we worked collaboratively to design a lighting installation developed from the Amara logo to create an eccentric impression and evoke curiosity to visitors and by-passers. The display suite entrance has been designed to exhibit the illustration that is set to become synonymous with the Amara brand.
Design Challenge
Strikingly different to the creative direction most commonly seen in the sector, we commissioned an illustrator to create a series of three lifestyle images and single representations designed around the theme of ‘happiness’. These standout, bespoke illustrations provide a unique way to reflect the brand’s essence, inject genuine personality and effectively communicate the notion of curated lifestyles embraced by Sydney’s inner city creative precincts.
A botanical artist was commissioned to develop a suspended greenery in the entrance highlighting the lush landscape and rooftop garden that the property offers. The display suite implements the brand strategy as a journey of discovery unveiling the beauty that living in an Amara apartment would offer. The space is divided into a lounge, an area to showcase the details of the build and an exhibition area, thereby taking on a greater role than a space focusing on sales and display.
The exhibition area displays floor plans, finishes and models to inform and educate. Finishes used in the build have been materialised into large rectangular plinths displayed as sculptural pieces, and simple black frames to construct and exhibit all visual renders.
Effectiveness
The 191-apartment development was awarded to Sydney Architects Fox Johnston having won a City of Sydney Excellence competition. The result is a sculpted, considered and contemporary take on traditional multi-residential and multi-generational forms of architecture found in ancient China, Spain, India or France where family units open inwards into a shared central, green courtyard space.
Graphic Design - Illustration and Type
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.
More Details