Project Overview

Armadale, one of Melbourne’s most affluent and established suburbs was going to be home to a new community of 466 homes within its blue chip borders. Lend Lease secured the largest, and last, urban infill site in the suburb. Hoyne created the branding and overall campaign, communicating the true value of Toorak Park and how easily it fit into the fabric of Armadale.

Project Commissioner

Lend Lease

  

Project Creator

Hoyne Design

Team

Dan Johnson: Strategy and Creative Director
Nichole Trionfi: Design Director
Bridget Waddell: Designer
Melita Brown: Account Manager
Jacqui Byron: Copywriter
Richard Hollins: Finished Art

Project Brief

This remarkable parcel of land in blue chip Armadale required a campaign to communicate the quality, vision and craftsmanship of this beautiful project that would engage both buyers and the local community and communicate the benefits of the development. Armed with truly in-depth knowledge of the area and the major players, Hoyne showcased the taste, imagination and consideration inherent in Toorak Park.

Project Innovation/Need

All collateral acknowledges the exclusivity and heritage of the area and celebrates the major leafy addition and asset the project will be for Armadale. Architectural, interior and landscape designers combined with local traders and provedores to complete this story. We isolated the key qualities that make Armadale so popular. The new Lend Lease project, which we named Toorak Park, was designed to build on many of these elements. We amplified all these qualities within the branding and ensuing campaign. We also made an astute addition to the obvious themes of tree-lined streets, established gardens and chic aesthetics by introducing a very local flavour to the messaging. Detailed attention was given to neighbourhood traders and hidden local precincts. Finally, a strong focus was placed on the credentials of the architects, interior designers and landscapers involved. This played to the community’s attachment to reputation and status.

Design Challenge

When Hoyne came on board there was already tension building on how the new community would fit into one of Melbourne’s most affluent and established suburbs. Hoyne directly addressed these concerns in the branding and overall campaign, albeit by highly sophisticated and creatively subtle methods, we mitigated these grievances, pitching the new Lend Lease community as a modern asset for Armadale in general.

User Experience

Sixty per cent of the apartments were snapped up on the opening weekend of sales for Toorak Park and over 75 per cent of the project is now sold.

Branded Experience

This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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