Project Overview
Located on the corner of Ralph Street and Shirley Street in the inner-city suburb of Alexandria, Clarion is a bespoke 6-storey mixed-use, boutique development with 18 apartments and ground floor retail. The brochure for the project was aimed at a discerning, design lead audience and centres on the theme of the area’s transition from industrial wasteland to dynamic neighbourhood, steeped in promise and intrigue. Clarion was launched in March with immediate sales.
Project Commissioner
Project Creator
Team
Design Director: Kirsten Gracie
Designer: Shannon King
Project Brief
Clarion is a unique development in a newly emerging suburb. The surrounding area is growing out of its industrial roots to become a new creative enclave and home to many of Sydney’s artisans and designers. The brief was to create a campaign which responded to the industrial character of the area and that spoke to its design astute.
Project Innovation/Need
The brochure is an intuitive response to the perceived audience - intelligent and sophisticated in tone. The building itself featured features an uncompromising, scalloped, concrete facade which was a cue for many of the design elements. The interiors seamlessly flowed from inside to outside with private courtyards. The headline typography mimicked this with internal line work that passed effortlessly across images into white space. The brochure amplified the artisanal character of the surrounding area by featuring interviews with local designers and makers, speaking about why they love the area and its future as a creative hub.
Design Challenge
The challenge was to capture the personality and idiosyncrasies of the audience of the area — discerning, design lead, ahead of the curve and looking to be at the heart of the creative energy of the city.
Effectiveness
The campaign was launched in March with immediate sales.
Graphic Design - Publication
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 of information style to audience.
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