Project Overview
A timeless masterpiece of elegance and sophistication - ADA is a residential development of 22 private three-bedroom residences in the heart of Toorak. ADA’s design, functionality and liveability aspects have been defined to tell a significant story of what makes the essence of a home and its area truly distinguishable.
ADA is about embracing opportunities and exploring life through a new lens. For some, it’s the intrigue of beginning a new chapter, for others - it’s reconnecting with a life and neighbourhood they already know and love.
ADA – Life From A Different Angle.
Project Commissioner
Project Creator
Team
Creative Director: Rob Davies
Lead Designer: Matthew Ivory
Client Services Director: Bianca Lanza
Developer: Buxton Projects
Architect/interiors: Conrad Architects
Landscape Design: Jack Merlo
3D Visualisation: Afterglow
Photography: Saskia Wilson
Project Brief
Our client - Buxton Projects - were very clear in that they wanted the brand and campaign to reflect sophistication, simplicity and an elegant approach. The name and brand identity needed to embrace an honest design, be uncomplicated in its communication and straight to the point to connect with our target audience.
In preparing a strategic brand strategy for the project, we identified ‘Sophistication through simplicity’ as the brand essence which would go on to underpin the brand direction - striking the right balance between narrative and fact. Albeit communicating to every aspect of ADA – the location, address, architecture, interiors, materiality, lifestyle and botanical inspired landscaping.
Project Innovation/Need
Starting with the name, ADA is an anagram derived from our positioning of ‘Life From A Different Angle’. It was a happy coincidence that ADA also means noble, for this is a noble project indeed.
Leveraging ADA’s honest and authentic design aesthetic and approach we wanted the project to connect on a personal level. We achieved this by inviting our purchases to take a look behind the lens at the key influential team members behind the project. We achieved this by conducting interviews with Josh Buxton of Buxton Projects, Paul Conrad of Conrad Architects and Jack Merlo of Jack Merlo Design – exploring their inspiration behind the design, their vision, informed decisions behind the design, some of the challenges and how these were mitigated and their personal inspirations.
Since the project release, feedback from these personal interviews has been very well received by prospective purchasers. In addition to the personal touches, we generated brand awareness for ADA though traditional mediums –Project website, signage, display suite, online adverting and print advertising. Non-traditional platforms included out of home signage and digital activations at a local shopping centre in close proximity to ADA.
Incorporating the complimentary balance of large scale structures and fine detailing, the art direction for the 3D visualisation emphasises the attentive process and quality within the design. As a result, ADA incorporates a modern and contemporary setting that creates light-filled spaces that offer calm and respite.
Design Challenge
As there were in-excess of 10+ developments in close proximity to ADA, we needed to develop a brand system that would stand out from a crowded marketplace to set ourselves apart from competitors with a similar offering.
To illustrate the relationship between our established place and unique space, we created a set of publications to be presented in a shared custom slipcase. Every aspect of our marketing & sales collateral was closely considered to embrace our brand positioning of achieving sophistication through simplicity.
Working closely with established photographer Saskia Wilson, we designed and curated a lifestyle brochure capturing the essence of Toorak and its immediate proximity. The vision was to create a photographic series that explored intriguing perspectives of the local textures through a new lens. To compliment the refined brand language and colour palette, our art direction portrayed a mature aesthetic.
Effectiveness
Launching at the end of October 2021 via a soft launch strategy only, we set-out to generate brand awareness for this stunning development through limited advertising online platforms only. In the lead up to the new year break, our strategy was to reveal a sneak peak of the product only, without giving too much away, albeit sparking curiosity.
Whilst a display suite was constructed during this time, the impact of the pandemic hindered prospective purchasers from being able to preview the display, limited to one on one appointments late in 2021. Leveraging the months from October to March to build brand awareness via media platforms only, a number of apartments were sold.
The campaign officially launched to the market in April 2022 and has since started developing stronger enquiry. Combined with press advertising, editorials and revealing the full product across all advertising channels, this has assisted in the quality leads the project is receiving currently.
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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