Project Overview
Hutch & Hutch is a residential property building conversion with detail and elegant design at its heart. Toast worked with Bridgelane, CBRE and award-winning architects SJB to create the brand and bring it to life through a suite of marketing material.
Project Commissioner
Project Creator
Team
Anthony Andreatta: Director - BRIDGELANE
William Tait - Assistant Development Manager -BRIDGELANE
Nicholas Sammut - Creative Director - TOAST
Ramiro Rey - Art Director - TOAST
Catherine Morales - Project Manager - TOAST
Tim Rees - CBRE
Yana Walter - Project and Marketing Coordinator - CBRE
Project Brief
Toast were appointed to bring creative flair and edge to a heritage building conversion in the heart of Surry Hills, Sydney’s urban cultural epicentre.
Project Innovation/Need
Starting with the name, Toast took inspiration between the parallels of nostalgia and contemporary, combined with the locale of the surrounding streets of Hutchinson Street and Hutchinson Lane. The name suggests a dignified British flavour, in keeping with the history of the Surry Hills area. It frames a confident brand, with faint echoes of an imaginary law firm, or architectural practice.
After digging in the crates, the team discovered that the site was actually the home of Brunswick Records, the first factory to manufacture vinyl records in Australia. This informed the vintage record label feel and raw, rock-like attitude around which the brand concept was centred. Interviews with the architect, interior designer, developer and sales agent ensured this approach was accurate and representative of the development and local area.
Design Challenge
The challenge was not only how to be part of this vibrant, diverse range of styles and expressions but also to find a uniqueness that lifted the conversion to a strong position in the locality.
Effectiveness
This concept was brought to life across all aspects of the development’s launch in a bid to top the conversation charts. This included an integrated mix of on and offline communications including:
• Concept and brand creation
• Copywriting and photography direction
• Brochure and sales book designs
• Website design and development
• Sales suite concept and implementation
• Outdoor signage
• Press advertising
• Online banner design
This suite of edgy, eye catching collateral paved the way for Hutch & Hutch to find its place and stand out amongst the noisy urban buzz of the inner-city suburb.
The branding created by Toast for Hutch & Hutch, inspired and caught the imagination of those looking to call part of this thriving community’s history home.
Hutch & Hutch regenerated an otherwise unknown or forgotten part of Surry Hills’ history in a way that is fitting with the area’s image whilst establishing an impactful identity of its own.
CBRE recorded breaking levels of enquiry and the display suite launched with a huge success.
Graphic Design - Identity and Branding
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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