Project Overview

Longtime collaborators Roulston, Buxton Group and Ewert Leaf have joined forces to present Gladstone, Armadale – an address of fine artistry, true comfort and generous space. Found in one of the suburb’s most aspirational pockets, moments from Malvern Central, High Street and the tranquil Union Gardens, this curated collection of residences provides a heightened quality of life.

Project Commissioner

Roulston

Project Creator

Earl.St

 

Project Brief

The brief was to create a sophisticated brand and collateral that communicated the product's high-end design and premium materials which allowed for the downsizer market to access the cosmopolitan lifestyle of Armadale.

Project Innovation/Need

To ensure an early presence, three emotive vignettes were used to tease the market with what’s to come. Render moments were placed on hoarding, REA and domains where the renders depicted shadow play with dappled light to convey a sense of calm and tranquillity. Since this project was brought to life during lockdown, it was vital to convey a brand identity representative of escapism in the midst of chaos. The project became a place for individuals to immerse themselves within the beauty of design. Gladstone Armadale was the seventh project collaboration between Roulston and Ewert Leaf, which inspired us to create a unique brand identity that was responsive to the social climate and distinctive of the collaboration between these distinguished industry professionals. It was important that we played up this long standing relationship as it demonstrated confidence in an uncertain world.

Design Challenge

Amidst a time of great uncertainty and unprecedented global events, face-to-face meetings were substituted with zoom calls and the travelling was limited to a five kilometre radius. This situation had made the digital aspects such as REA’s, eDMs and landing pages integral to the campaign’s success, and therefore, they needed to be exceptionally engaging. Clean and sophisticated with a high-end style, our direction exuded a cosmopolitan 'New York’ aesthetic. Whilst simple, the brand integrated and celebrated the project’s key collaborators through the use of a split image and line work iterations of the brand lock-up. To further enhance the hero render images, we proposed a set of moving cinema-graph vignettes to sit in behind the brand, creating added depth and interest across our digital campaign. Budget was reallocated from a potential display to the hoarding specifically to again further push and showcase the confidence that comes with a 7 year collaboration between the drivers of this stunning architecture.

Effectiveness

Curved render finishes and full back-lit panels evocative of the quality and craftsmanship of the project were strategically placed within Armadale during lockdown, when individuals were walking and engaging in the outdoors. The enquiry list had been extended over a period of time due to the engagement of ongoers. Gladstone Armadale’s distinct signage was additionally on display at Armadale Central Shopping Centre during this time and cultivated significant interest, which was demonstrated by the inquiries generated through digital resources, leading to financial close within months of launch.