Project Overview
Composed by one of Australia’s most innovative and awarded design firms, Alexander Park is a collection of exquisite homes on a tranquil Hampton street. The project provided a life of leisure and tranquillity, nestled beside the park.
Project Commissioner
Project Creator
Team
Render team: Studio Piper
Project Brief
We were tasked with appealing to mature downsizers who value timeless design, thoughtful conveniences and considered finishes. It was essential to capture the duality of landscapes in this enviable location – a parkside address in a bayside locale – while celebrating the project’s exquisite and thoughtful materials.
Project Innovation/Need
This project is named after the park that will become the project’s stunning green backdrop. We curated a still-life image consisting of the project’s distinct materials, coastal objects and elements from the park – all the key ingredients of the project in one image. The brand for this project is bold and modern, combined with an earthy colour palette reflective of not just the park, but also the sandy coastline nearby.
Design Challenge
Emphasising the project’s tranquil location during lockdowns proved difficult with restrictions and a 5km radius. However, by conveying an emotive response through the use of an experimental still-life photoshoot and working with local photographers in the area, we were able to create a brand reflective of the project’s connection to nature.
Effectiveness
We were thrilled and excited by the response to Alexander Park, with the enquiry reaching beyond our expectations despite the challenging time of year during a global pandemic. The project’s position on the park capitalised on the ability to reach a wide audience during the one hour of freedom locals were afforded. The clients had secured a financial close and are now building on the site as of the start of next month with great anticipation.
Advertising - Print
This award celebrates creative and innovative design for visual communication 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, audience engagement and message delivery.
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