Project Overview
So much more than a seasonal holiday haven – Surfers Paradise is a seaside city undergoing a reinvention. Our client Jinding recognised this and worked with architects DKO to design a residential response that spoke to the notion of home – rather than resort style living.
1, 2, and 3 bedroom residences that take in sweeping views – not just of the ocean, but the hinterland, river and coastline. Designed by architects DKO to appeal to a broad market looking to purchase a home (or investment) in a warm and inviting sky rise development that respects the desire to call Surfers Paradise home.
Project Commissioner
Project Creator
Team
Rob Davies: Creative Director
Matt Ivory: Senior Designer
Lynne Franke: General Manager
Copywriting: Creative Concierge Consulting
Photography: Paul Giggle
Architect & Interiors: DKO
3D Visualisation: Floodslicer
Project Brief
The brief from Jinding was simply to assist them in bringing this development to market in a competitive landscape. While the product is highly considered, the offering broad and the amenity abundant…. there was a concern it couldn’t compete with the myriad of luxury residential projects currently on the market and therefore may be overlooked.
Our client considered this product to be very much targeted to offshore investor market, and this was a concern due to the impact of Covid and other restrictions with the offshore investment market.
Our role, was to create a brand and campaign that would position the product in its own niche space, cut through the luxury market, engage a broad target audience and authentically communicate the vision and benefits of the site and the product offering. All of which needed to be done with a digital first approach, no display suite and minimal advertising spend.
Project Innovation/Need
In developing the campaign for this residential development, we focused on changing perceptions of the typical sun, sand and surf offering, the transient nature of a coastal town. To cast the net wider and develop a campaign that embraces the broader Gold Coast region and its year around offering, across the seasons.
This led to a robust campaign and story that speaks to the beauty of the changing seasons both within the residences and in the surrounding region. A universal language, a cross cultural platform, an opportunity to regularly connect with the target market.
The name we gave this project is SORA – which means SKY. It was the perfect name to connect the physical scale of the building to the landscape and of course the seasonal campaign. SORA is a response to the changing landscape of the Gold Coast. A fresh start. A new dawn. A sense of soaring high, aspirational, reflecting the beauty of an ever-constant sky.
The brand was represented by the creation of an understated yet confident brand mark, seasonal colour palette, paired with a beautifully curated series of images taken on location, and a strong set of seasonal messages.
The art direction of the product and amenity renders were intentionally emotive and warm. Representing the different light and shade that would be experienced across each space, through the time of day and subtle nods to the season, the renders told a story from the ground up.
Design Challenge
With so much on the market in the Gold Coast – and in particular Surfers Paradise – the market was highly saturated. Not only highly saturated – but with the multitude of projects all vying for the same space. The luxury, resort style apartment space.
While all beautiful in their imagery and approach – it is difficult to differentiate between them.
Our challenge was to circumnavigate these and carve out our own niche. To communicate the beauty of the Sora product offering – the focus on designing homes for every day of the year, rather than apartments for the summer season.
To demonstrate that a home on the Gold Coast can be warm, tactile, moody. A place to snuggle up as much as it is to laze in the sun. The challenge was to develop a campaign and narrative that attracted a greater local owner occupier market as well as local investors. To make up for any shortfalls faced by the reduced offshore market
SORA is very much a story for every season. It is seamlessly reaching a broad audience of local purchasers, offshore investors and interstate buyers looking for put down roots in the Gold Coast. A singular proposition that is engaging across markets and cultures.
Effectiveness
The branding strategy and suite of creative assets crated for Sora were able to simultaneously speak to a sophisticated target market through a refined tone of voice and successfully cut through the saturated Gold Coast property market.
30% of the product was sold prior to the official launch through a VIP database, 60% was then sold through a pre-release campaign and 90% sold at official launch
Based off the strength of the brand and its rollout of high quality digital and printed assets, there was no longer a need to deliver a physical sales office for the project.
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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