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
Earl.St
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 Innovation/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.
Design Challenge
We needed to create a brand which would reflect the overall design of the project; modern and bold with organic influence, understated and intentional. We wanted to let the unique design and Fenwick's enviable location overlooking Studley Park speak volumes to potential buyers. Like the built architectural intention, we needed to create something understated, yet intimately intricate, timeless and reminiscent of the natural surrounds.
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.
Effectiveness
Arguably the best campaign of the year for Victoria according to most agents around town; annihilating Kew’s previous record of $15,000 sqm for a Penthouse with all homes, not just the Penthouse, ranging from a staggering $20,000 - $25,000 sqm.
The hoarding was created to look like an exhibition, giving local residents a chance to walk along and find out about the project. It was installed over the Christmas period ready to launch in Feb of 2019, though with the election looming the developer held off, instead focussing on PR and news stories focussing on this Studley Park gem. Post-election, a full market campaign exploded onto the scene with Cinema, Press, Direct Letter drops, press and online resulting in a remarkable launch period in which all apartments were sold in just 6 weeks! The townhouse’s were combined into one $6m home setting again a Victorian record for a townhouse.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage 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, audience engagement and message delivery.
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