Image Credit : Illustrations by Sara Hayat - Senior Graphic Designer, Wild Lab
Project Overview
Doesn't this just make you want to jump on your push bike and head down to the milk bar for a Big M and a sausage roll!?
We created these bold, bright and fun illustrations of Australian summer icons as part of a branding suite for a new townhouse project in the Melbourne bayside suburb of Edithvale. Designed to evoke a sense of nostalgia and sell a lifestyle that many may have thought was not possible in Melbourne anymore.
Project Commissioner
Project Creator
Team
Director - Milli Steele
Director - Chris Besley
Senior Graphic Designer - Sara Hayat
Project Brief
Edithvale has held a special place in the hearts of Melbournians as a summertime family beach holiday destination for over a hundred years. And while little has changed - it still has that beach town, laid-back vibe - everything has changed at the same time. It now has a direct train connection to the CBD via the upgraded Frankston Line, some very cool cafes (hello Edithvale General Store!) and a thriving community with the Surf Life Saving Club Nippers program, the Edithvale Wetlands volunteer group, a young and progressive local action group and a solid population of locals who have lived there for decades.
Edithvale Place comprises 38 townhomes designed to capitalise on a location that is a mere 200m from the beach. The architecture and design respond to this coastal context with whitewashed walls, foot taps to wash off sandy feet, and big backyards to play cricket or have a barbeque.
Our mission was to capture this collective memory of summer holidays at the beach and communicate how purchasers could get 'those summertime feels everyday' by living at Edithvale Place.
Project Innovation/Need
We tapped into Aussie summer icons like the classic Sunny-boy, the push lawnmower, a pair of daggy thongs, a seagull that got your chip and a boogie board to elicit positive memories of beachside holidays.
The target market was young local families. Many purchasers were looking to raise their children in a place that afforded a healthy and wholesome outdoor lifestyle but without compromising on proximity to key conveniences, work or the city.
Design Challenge
Our challenge was budget. As a creative team, we have plenty of ideas on how to tell a story in an engaging way. We felt this iconography would add enormous value to the branding and help people connect with their childhoods. But illustration can be expensive so we managed to take this on in-house and create simple but effective vector illustrations using layered textures and shapes.
Effectiveness
These illustrations were used at large format on hoarding, as attention-grabbing header images with bold retro text, above the fold on EDMs, as section dividers in brochures and other print material and in social media. They have been incredibly versatile in grabbing attention across a range of applications - in short, they've worked hard!
We have also received countless comments on the Sunny-boy - it has stuck in people's minds and become a very recognisable symbol and prompt for the project.
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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