[MEL20]

Key Dates

04 Feb 2020 -Launch Deadline
26 Mar 2020 -Standard
16 Jun 2020 -Final Deadline
18 Jun 2020 -Judging
25 Jun 2020 -Winners Announced
11 Aug 2020 -presentation
Sunday, 07 December 2025 19:07 local time

Fitzroy House

Piccolo / Canyon | Graphic Design - Identity and Branding - Property


 
Image Credit :



Project Commissioner

Piccolo

Project Creator

Canyon

Project Overview

Fitzroy House. Probably not for you.

Team

CANYON Studio Michael Piccolo – Developer John Meagher – 360 Property Sales Agents Renders – MR P Studios Architects – Jackson Clements Burrows Interiors – Hecker Guthrie Production – Paul Levy – Rothfield Print Management Photography – hart&co – Justin Ridler Video – SIRAP Motion Lab

Project Brief

We were asked by Piccolo to create a campaign that would provide significant cut-through in an already oversaturated property market. We needed to create a unique way of defining luxury to potential purchasers.

Project Innovation/Need

Developing ideas that masterfully blended heritage and contemporary, reflecting the architecture of the development itself. Creating an address of modern sophistication and meticulous design.

Strong heroic photography and unexpected language across multiple touchpoints was used to create interest and generate conversation in what is usually considered a conservative market.

Design Challenge

The challenge was for CANYON to create a marketing approach that provided a unique positioning for this luxe development located in one of Melbourne’s most coveted inner urban pockets. We decided to approach things from a different perspective and create imagery and language (such as 'Probably not for you') that could potentially alienate, but ultimately target the desired audiences for this high end luxury product.

Effectiveness

Canyon created a brand which cut through the noisy and competitive property market. Always being flexible and providing new content based on customer insights was key to maintain a strong presence. The campaign was executed across multiple touchpoints and performed exceptionally well in a ‘flat’ property market.


Graphic Design - Identity and Branding - Property

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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