Project Overview

Silkari® is the developer’s brand used for residential and hotel products, though this Pagewood project represents its 4 ½ star offering rather than 5-star. It needed a sub-brand to connect to Silkari® and explain a narrative about the secondary, premium offering. TNG was inspired about the development’s evolution and the master brand’s use of Silk – a symbol of luxury across east and west. Silk is created by the silkworm, which undergoes chrysalis to transform into an elegant moth. Silkwood by Silkari® became the new moniker. It also helps position the coveted and largely untapped eastern suburb of Pagewood as a neighbourhood undergoing its own chrysalis.

The team worked collaboratively with the internal Silkari® team to develop the brand with The Property Gallery coming up with the by-line “Life comes first at Pagewood”.

TNG commissioned The Drawing Arm artists, Manifold, who created a suite of incredible cinema 4D paper sculptures to convey the Silkwood narrative.

TNG delivered a full site wrap, billboards, a community broadsheet plus all the property marketing collateral to help sell the last tranche of stock for this near-completion project.

Project Commissioner

Visionary

Project Creator

The National Grid

Project Brief

Delivering the identity for the final stages of Silkwood by Silkari®. Just like the silkworm, who quietly transforms into an elegant moth inside its cocoon, Silkwood has now emerged, fully formed, taking flight.

Project Innovation/Need

The lifestyle offering was the hero and central theme, relayed with imagery targeted at first time buyers/young families and downsizers. TNG strategically focused and honed in on location benefits. This project is a serious box ticker in terms of amenity; great beaches, amazing cafe culture, top educational facilities, incredible retail and an abundance of green spaces, parks and golf courses – right on the doorstep of Sydney’s CBD! But rather than stating ‘you are 5 minutes from the beach’ we used the tone of voice to make the location’s benefits, more relatable – from a lifestyle perspective. ‘Be salt of the earth after your daily dawn fix’ – alluding to the fact homebuyers can cram in a surf in before work. TNG established six benefit pillars segmented across the two target demographics, adding an extra layer of authenticity and resonance.

Design Challenge

We took a local lens approach, which was a departure from the previous branding. We attracted local owner-occupiers currently renting within a 5km radius, encouraging first homebuyers take the leap and get on to the property market. We used the local vernacular, incorporating independent neighbourhood businesses, highlighting community benefits – physically and socially.

Effectiveness

Visionary recruited The National Grid to reinvigorate awareness for their Pagewood project to help shift the few remaining homes. When a $1.8M townhouse sale was attributed to a buyer being impressed by a shop-a-lite advert in a nearby shopping mall, we knew we were doing something right!