Project Overview
Tempo is a mixed-use Residential, Commercial and Retail development, with a brand ethos of living life at your own pace. The name Tempo was inspired by the dynamic Box Hill location, community spirit, connection to its neighbours, the abundant retail and fresh food offering, its broad target audience, local amenity and leisure offering. Tempo is about having the ability to live the lifestyle you ultimately wish to live at the pace you wish to live it.
Breaking away from the traditional luxury aesthetic of its competitors, we developed a brand Identity to reflect a friendly, relaxed and charismatic look and feel through a series of illustrations by Satoshi Hashimoto - to uniquely reflect the projects brand essence of ‘living life at your own pace’.
Project Commissioner
Project Creator
Team
Creative Director & Designer: Rob Davies
Client Services Director: Bianca Lanza
Architect/Interiors: Hayball
3D Visualisation: Stab Studio
Illustrations: Satoshi Hashimoto
Website Development: Efront
Project Brief
The brief from MAB was to be fresh, confident and bold in the cluttered Box Hill market. To engage with the existing local Asian market, as well as attract an offshore market looking for something different. All the while ensuring we didn’t alienate the non-Asian purchasers. Basically, a brand and campaign that would speak to the broader market.
Tempo is the first development for MAB in Box Hill, so it was imperative to leverage their legacy and 25+ year history as a trusted local developer known for delivering on quality and exceeding expectations.
Pairing MAB’s impressive credentials with Tempo’s original and fun brand Identity, our vision was to develop a campaign that not only celebrated the broad product offering, but also the Box Hill location and lifestyle conveniences, as well as its connection to local community and Box Hill Gardens precinct.
Project Innovation/Need
While many developers in Box Hill are predominantly of Asian heritage, the brand Identity and campaigns developed for Tempo needed to work effectively to promote MAB as the trusted developer, but equally stand out from the crowd.
We wanted to introduce an element of ‘realism’ to communicate how the spaces could be used and lived in to demonstrate the type of people and families who would occupy the residential and amenity spaces – from young interracial couples, interracial families, multigenerational families, neighbours interacting, children, students and pets to tell the story of living life at Tempo.
We achieved this by overlaying illustrative characters over project imagery and brought the characters to life through animation which were used across multiple touchpoint –project videos (English & Simplified Chinese versions), website, out of home activations and online advertising campaigns.
In addition to the core brand illustration characters, a series of new illustrations were developed for specialty micro campaigns reflecting Christmas and Chinese New Year holidays which came to life in the display suite through a series of activations, online traditional advertising and brand promotions.
Ensuring the project offered something for everyone, we curated a kid’s zone in the display suite, designing colouring pads, displayed large character decals on the window facade to instantly connect with the friendly and inviting nature of the brand. And of course, a giant chess board at the front of the display was a hit and invited the community to engage with the brand.
Design Challenge
To deliver a brand campaign in Box Hill we really needed to understand the market. With such a predominance of the demographic being of Asian heritage, we ensured all marketing collateral had a bilingual approach. From the project brochure, film, out of home billboard advertising, Box Hill shopping centre activations, online advertising and website which has the functionality to be translated.
Knowing the display suite was going to be located at the site address (off the main road), our brand identity and campaign had to work harder to break away from our competitor aesthetic of gold and luxury. It was imperative to leverage the brands illustrative approach and personality of the characters to generate cut-through in the Box Hill area. Our signage locations and messaging needed to be innovative and communicate effectively to our Asian audience, whilst ensuring not to disregard English speaking audiences - to drive enquiry and traffic to the display suite.
Effectiveness
Recently winning the 2021 UDIA award for Marketing Excellence, Tempo was faced with many challenges since launching in March 2020 at the height of the pandemic. Despite these challenges, the campaign progressed and pivoted to find innovative ways to provide opportunities to engage with their audience in a digital realm.
QR codes via the WeChat platform implemented on the website allowed visitors to engage with bilingual speaking agents directly. Implementing a live chat functionality and virtual tours of the display suite enabled the brand to keep in touch with the target audience at any time of the day. These proved to be effective communication tools during a time of uncertainty.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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