Project Overview
388 William was a large scale, commercial office and 6 star hotel development located on William Street on the fringe of the CBD, directly opposite the beautiful Flagstaff Gardens.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Elisabeth Germanos - Designer
Rachelle Collard - Designer
Bjorn Weisenberger - Designer/Finished Art
Ian Hickey - Account Director
Brett Wellard - Account Manager
Danielle Emond - Account Manager
Elizabeth Burns - Photographer
Project Brief
The brief for this project was twofold; firstly we had to promote the connection between the building and the park opposite and secondly we had to explain the lifestyle benefits that businesses and their employees would enjoy through the offices connection to a 6 star hotel and its associated amenity.
The sales agents were looking to attract large scale tenants, so it was really important that we create a compelling narrative around these points, as they were what would set us apart from the CBD buildings that were traditionally sought out by these types of tenant.
Project Innovation/Need
While it was always going to be important to convey all the relevant facts and figures around why the offices at 388 William stacked up, we tried to approach the project in a more narrative focused manner. We weren't just trying to prove that it was a sound investment, but also capture the potential tenants imagination and tell them a more immersive, emotive story.
The lifestyle benefits within the building were immense with a host of facilities and services available to tenants through the hotel on site. This elevated the offering far beyond the norm.
The location of the development on the fringe of the CBD was also a benefit we placed emphasis on. It meant you were close to everything Melbourne has to offer, but didn't have to commute into the heart of the CBD.
Lastly, but by no means least important, the architecture by Elenberg Fraser was second to none. They embraced the parkside location and allowed it to flow through the building with beautiful integration of plant life, culminating in a spectacular central atrium.
Design Challenge
There's an expression about too many cooks in the kitchen. That was probably the biggest challenge we faced on this project.
That's not a negative comment though. The project team was filled with talented people who were all passionate about the project and ensuring we all did it justice. However, that team consisted of the client, project managers, architecture team, interior design team, two different sales agents and us. Suffice to say we needed a large room for meetings.
Initially, this entire team was present for our design development meetings and ultimately there were a lot of different ideas being thrown around as to the direction the brand needed to go in and what it should look like. All were valid, but many were contrary to each other, making pleasing the group a hard task.
Eventually we were able to condense the group down to the key decision makers and from that point progress was made at a far greater pace.
Effectiveness
Getting a sizeable business with hundreds of employees to up and move is no easy task. Their decision making process is layered and protracted, often taking in excess of 6 months to a year.
Our approach to marketing this building was to create a beautiful marketing kit for our 2 sales agents to take to their database as well as tenant representatives.
To date the kit has been resonating however, with the COVID-19 pandemic businesses are in no rush to look into moving premises until all the economic uncertainty settles and life returns to normal.
Advertising - Print
This award celebrates creative and innovative design for visual communication 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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