Project Overview

Eastbourne rises from the historical Dallas Brooks Hall fronting Melbourne's much-loved Fitzroy Garden, a collaboration between Freemasons Victoria and Mirvac. Eastbourne is a celebration of craftsmanship and understated elegance, designed to stand the test of time. Cornwell conceptualised and designed its brand identity, and invited notable individuals living in this coveted suburb to tell us what it means to live in this remarkable location, so close to the city, yet a quiet sanctuary to call home.

Project Commissioner

Mirvac

 

Project Creator

Cornwell Design

Project Brief

• To brand and market luxury residences on a historical site on the park • To reinforce East Melbourne as a desirable place to live
• To create an understated brand, design and marketing communication

Project Innovation/Need

Eastbourne tells the stories of extraordinary people who live in East Melbourne. Our communications are led by these individuals, sharing their insights about the location and the Fitzroy Gardens. We expressed understated luxury and elegance through each execution, celebrating the use of natural materials and its Freemason heritage. We experimented and designed a 3D-embossed stone-look cover, allowing people to touch and feel the masonry that will feature in the Eastbourne. Still life photography also tells the story, capturing subtle textures and details as well as spectacular views.

Design Challenge

Eastbourne tells the stories of extraordinary people who live in East Melbourne. Our communications are led by these individuals, sharing their insights about the location and the Fitzroy Gardens. We expressed understated luxury and elegance through each execution, celebrating the use of natural materials and its Freemason heritage. We experimented and designed a 3D-embossed stone-look cover, allowing people to touch and feel the masonry that will feature in the Eastbourne. Still life photography also tells the story, capturing subtle textures and details as well as spectacular views.

Effectiveness

Through the 3D-embossed cover and the display suite, potential buyers are able to experience what it means to live in such a well-crafted luxury residence, defined by its use of natural materials and masonry. At the display suite, visitors experience the uninterrupted views the Eastbourne promises and feel inspired by the stories of their potential neighbours.