Project Overview

Ethereal is a series of hilltop 2 & 3 bedroom residences brought to life by three of Australia’s premier design studios. Curated by North, Ethereal features architecture by Rothelowman, interiors by Carr and landscaping by Form. Revealing panoramic views of the city, mountains and native tree canopies, these elegantly crafted apartments are perfectly placed and designed for a unique Brisbane lifestyle.

Project Commissioner

North

Project Creator

Earl.St

 

Project Brief

We were tasked with creating an identity that celebrates the unique lush location of the project and its location-specific design. In collaboration with the client, we chose the name ‘Ethereal’ as we felt it evokes a strong sense of what it will feel like to reside in the apartment complex. The client also wished to celebrate the strong design team throughout the marketing collateral.

Project Innovation/Need

The site is surrounded by lush tropical greenery and the apartment complex features greenery woven throughout the public spaces. With this in mind, we created an evocative brand image and animation of a distorted tropical leaf. This brand image also speaks to the name of the project – Ethereal – in that it appears ‘extremely delicate and light in a way that seems not to be of this world.’ Throughout the marketing collateral, we used deep greens, black and greys to connect back to the brand image.

Design Challenge

We commenced branding at the end of 2020, while Covid was causing many issues world-wide. All of our communication with the client, suppliers and collaborates was done online. We worked with an animation studio to create the rippled leaf brand image and animation, which took a lot of back and forth to achieve the desired result. Our material selection was also very limited as a result of supply chain issues, so we had to be adaptable.

Effectiveness

Through the online advertising and street hoarding, Ethereal received over 500 enquiries in the first 4 months. The project has been groundbreaking and is the first of its kind in Indooroopilly, and at this stage is over 60% sold.