Project Overview
From our friends at ANGLE, Fenwick is a series of ten residences brought to life by three of Australia’s most progressive designers – Edition Office, Flack Studio and Eckersley Garden Architecture. Perched high on a clifftop in an esteemed Kew street, the location became the obvious focus of the branding, with an aerial image of Studley Park featured heavily throughout the collateral.
Project Commissioner
Project Creator
Team
Mike Phillips - Creative Director
Photographer - Maegan Brown
Project Brief
Perched atop one of the city’s highest points, Fenwick is nestled within a scene of verdant canopies of native flora, overlooking a picturesque backdrop of glistening waters, intersected by rambling treescapes. The design teams sought to create a homage to the tightly-held community’s rich lineage of architectural mastery; the homes standing to be the next generation within this heritage of iconic, modernist design. We were aware that the opportunity to create a multi-residential project would rarely present itself in such a location again, so this formed a key part of our brief. We were asked to develop a brand that celebrated this once-in-a-lifetime assembly of esteemed architects, interior and landscape design teams on a site previously held for generations. As with the overall design of the project, our work needed to let the topography, historical significance and considered design humbly take centre stage.
Project Need
Fenwick presents an opportunity for local residents to live in modern, immaculately designed sustainable homes which will become the next iteration of architectural eminence for both the community, and the wider design landscape. This exclusive area of Kew facing Studley Park is characterised by statements of Australian architecture, with Fenwick ultimately becoming a legacy to the eras gone by, while adding another address to the postcode. Homes in this pocket are rarely on the market, with residents understanding the true value of these generously proportioned historical homes overlooking a natural leafy oasis.
User Experience
Using the hero brand marketing visual assets, we developed a mobile-first site which continued the experience of the project and overall brand and brought it to life online. We wanted people to instantly "get" the feeling we were trying to portray for the Fenwick brand – considered, purposeful and a homage to nature and modernist design. To achieve this online we used soft fading imagery and automated scrolling to invite the user to begin their exploration of the site's rich contents.
We housed a video and key information off the home page, evoking a sense of discovery as the user navigated up, down, left and right to find out more at their own pace. Like the design of the homes, we allowed the future residents to create their own journey and uncover more.
We used snap-scrolling with a soft release animation to maintain attention and give an almost-tactile "feeling" to the user experience. T
Project Marketing
The visual and written language pays tribute and puts the architectural style, natural context and site topography centre-stage. We used line work to create a pattern as well as a stunning aerial shot over Studley Park. These elements wove throughout all touch-points, creating a seamless brand experience, wherever the journey may have begun for the user.
We took inspiration from the natural topography of the area with lush, green landscapes intersected by the curving Merri Creek as seen in the photography and illustrated line work. We showed the area in a way that most locals wouldn't have seen it before – from above. We used a muted, natural colour-palette to compliment the design ethos of the project – amplifying the characteristics of site and natural context through a design lens.
Project Privacy
We used cookies to retarget the audience, but didn't collect any other data, unless supplied via the registration form. This form submitted to the sales agent's email address and the CRM to be used to contact the potential buyer and discuss their needs for their next home. The developer, ANGLE, specialise in boutique and formidably-designed homes, so given the homes sold out in 6 weeks the agent was able to use this information to help buyers who were eager to buy into an ANGLE home to find their perfect fit with some of these leads purchasing in other projects or awaiting the next.
Digital - Home & Living
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