Project Overview
From an unprecedented collaboration between Jackson Clements Burrows and Eckersley Garden Architecture – Compose is a collection of well-considered townhomes in the cultural heart of Hawthorn. This project delivers intelligent architecture, curated interiors and engaging outdoor spaces to one of Melbourne’s most in-demand and rewarding neighbourhoods.
Project Commissioner
Project Creator
Team
Render team: Stab Studio
Project Brief
We were entrusted with the task from the team at Sinclair Brook alongside the sales team at MRE with creating a brand that was designed in response to the Hawthorn’s rich heritage architecture whilst creating an innovative and modern response to buyer needs. Furthermore, it was important to highlight the high-end quality of the project’s materiality and its connection to place – for generations to come.
Project Innovation/Need
Individual elements from the project’s materiality and local surrounds were the focal point of our brand direction concept. We collaborated with a render design company to curate a contemporary still-life image featuring a composition of the project’s key design elements, paying homage to both the brand name and the project’s vibrant Hawthorn location, which was further enhanced by classic typography and a refined palette.
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
User Experience
The unique hoarding and online ad campaign generated a significant amount of enquiry, even before the campaign had officially launched. We knew the tree-lined street was a local’s short cut to the shops during this time, and with so many individuals taking their precious hour of freedom to hit the pavement, we were confident we’d land a huge number of enquiries off this loan advertising element – that we did!
Branded Experience
This award celebrates creative and innovative design for branded experiences 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, user experience, audience engagement and message delivery.
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