Project Overview
Nestled gracefully along an elegant, tree-lined boulevard, the most recent residential release at Melbourne Square is meticulously crafted to fully engage and elevate the senses. Within a thriving, well-established precinct, the project’s strategic positioning is aimed to highlight the distinction of a peerless inner-city living experience, with a strong emphasis on promoting resort-style amenities and a heightened sense of well-being.
Our narrative focused on accentuating the uninterrupted panoramas spanning from the city’s skyline to the tranquil bay, encompassing the lush gardens and verdant parks. This unique positioning on the fringes of Melbourne’s iconic Arts Precinct ensured its distinctiveness within the urban landscape. Through careful landscape design, world-class sustainable architecture, and extraordinary amenities, BLVD is truly a sanctuary in Southbank.
BLVD is the latest release we have undertaken for OSK Property at Melbourne Square, Southbank. Having worked on building the precinct brand and the sales and marketing campaigns for the fully delivered first two tours over 6 years – we are intrinsically connected to this development from the ground up.
Project Commissioner
Project Creator
Team
Lynne Franke: General Manager
Rob Davies: Creative Director
Matt Ivory: Senior Designer
Copywriting: Hilary Simmons
Photography: Adam Gibson
3D Visualisation: Binyan Studio
Project Brief
Melbourne Square precinct has been in development for a number of years, with 2 buildings, retail, and parklands fully released and occupied. The brief from OSK Property for this latest release was to create a campaign that is a departure from where the precinct has been. To signal to the market that the next (and best?!) residential tower is coming soon to MSQ. OSK has listened to the changing needs and desires of the market and responded with a product that serves Melbourne's life perfectly.
Reinvigorate interest – locally and offshore, reach broader sectors, and create a campaign that reflects the wellness/resort style living that this tower encapsulates. All the while, differentiating AND connecting to the Melbourne Square Masterbrand and precinct. Tapping into all the benefits of the established precinct and brand equity.
Project Innovation/Need
From the iconic laneways of Melbourne to the verdant, tree-lined streets of its suburbs, our streetscapes stand as a testament to our city’s pride and its reputation as one of the most livable cities worldwide.
It is this notion that served as the inspiration for the name: BLVD. Rooted in the imagery of a leafy, tree-lined boulevard within an established mixed-use community, the name embodies sophistication.
With a dedication to wellness and the preservation of its natural surroundings, we embarked on a journey to encapsulate the essence of the project through a series of abstract and emotionally evocative visuals. These images were crafted to reflect the living experience of BLVD, the inspiration for the materials used, the serene ambiance of its parkside setting, and the vibrant cultural tapestry of Southbank’s esteemed arts precinct.
To bring this vision to life, we collaborated with Adam Gibson, an esteemed photographer hailing from Tasmania. Renowned for his adeptness at capturing the unrefined beauty of nature, Gibson embarked on an exploration of Tasmania’s textural landscapes. He skillfully unveiled the raw essence of nature, exposing its untouched and captivating allure.
Adam then undertook a study of the picturesque landscape surrounding the project and Southbank Arts Precinct. These visuals not only complemented our narrative but also underscored the coexistence between urban sophistication and the splendor of nature that connects BLVD to its location.
Design Challenge
Despite launching during a downturn in the market where we saw so many of its competitors and the property market in general struggling to make sales- BLVD was hugely successful during this period.
Our approach to the brand, the storytelling, imagery, and overarching theme struck a chord with the overseas purchasers looking to get a foothold in the Melbourne market. As well as connecting with many ‘tower hoppers’ who were looking to upgrade from their current apartment in Southbank and surrounding areas, and local buyers and investors.
A major ‘challenge’ if you can call it one, was being able to react quickly to bring more products to market sooner than originally planned due to the demand. Originally planned as a slow and strategic campaign rollout, it quickly became a race to complete all renders and materials as the market demanded. Was all rather exhilarating and a challenge we accepted and embraced!
Another ‘challenge’ was in creating a stand-alone brand campaign that also connected itself with its home at Melbourne Square. By incorporating the Melbourne Square icon into the logo, BLVD becomes intricately linked to the broader precinct brand, forging a cohesive identity that speaks to our project’s place within the urban landscape.
Effectiveness
The progression from brand and campaign strategy to the comprehensive marketing rollout, culminated in one of Melbourne’s most triumphant pre-launch campaigns of 2023, boasting a remarkable achievement of 250 out of 590 apartments sold (valued at $206 million), which is 45% sold prior to the official launch.
With this success as a motivation, the grand launch was eagerly anticipated, and even the dark clouds and rain did not deter our esteemed guests from enjoying an exceptional official launch of BLVD in its brand-new display suite.
Papermill Media did an exceptional job of delivering a sophisticated, entertaining, and elegant launch event - ensuring the essence of the project permeated every aspect of the night. Their attention to detail understanding of the project and client vision and how to completely engage the guests ensured a wonderful and successful evening.
The sales success pre and after the official launch, are a testament to the commitment we brought to delivering OSK’s vision for BLVD. A campaign we are truly proud of and a continuation of our long-standing relationship with OSK and Melbourne Square.
Graphic Design - Identity and Branding - Property
This award celebrates creative and innovative design 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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