Project Overview

Set in bayside’s most prestigious suburb, 75 Williams Street is an opulent collection of just four parkside residences. Born from an esteemed collaboration between Mim Design and Nicholas Wright, this project was positioned to redefine Brighton elegance.

Project Commissioner

Nest Projects

Project Creator

Earl.St

 

Project Brief

Our brief was to create a unique and custom brand identity for four parkside townhouses located in the heart of Brighton. A one off opportunity for a development of this calibre, the clients wanted to let the brand sit back, allowing the design of the residences to sell itself to a mature demographic.

Project Innovation/Need

The concept behind 75 William Street leveraged off of the distinct arches found within the homes and explored the landscaping and connectivity to the park. A sophisticated still-life shoot was proposed to capture an emotive image for each home within the project, creating a sense of address and supporting the theme of individual homes. Individual female names were given to each of the four townhouses, each one referencing famous movie star women from the golden days of Hollywood. A curated still-life photo shoot of florals accompanied each of the townhouses, which not only positioned the brand as bold and individual, but also represented the project’s lush surroundings. The curated imagery sat within an arch, representing the project’s most prominent design feature while responding to the project brief of allowing the architecture to speak for itself.

Design Challenge

The campaign required a sensitive approach to the neighbourhood, as this was opposite a much-loved local reserve, William Street Reserve. Therefore only a high-calibre project would be accepted by the local residents and neighbourhood during restrictions in a pandemic.

Effectiveness

Over 200 ROI registers were expressed for the 1 and 2 bedroom residences, signifying the effectiveness of this modern approach.