Project Overview
Harriette was an opportunity to connect a development’s attributes to a discrete audience. The result exudes timeless elegance, indulgence and an astute understanding of the market.
Project Commissioner
Project Creator
Team
Creative Director: Andrew Hoyne
Designer(s): Damian Wheeler, Shannon King
Design Director: Kirsten Gracie
Typography: Damian Wheeler
Account manager: Tina Flurtey
Copywriter: Kathryn O'Hara
Finished Artist: Mark Grey, Leah Horsley
Image making / CGI: Ronaldo Lima, Afredo Moreno and Amit La
Project Brief
In the Lower North Shore residential property market, designing a standout campaign is no easy task, but this is exactly what a luxury boutique development in Neutral Bay, Harriette, demanded. Comprising 8 apartments, 2 penthouses and landscaped surrounds, Harriette is the vision of developer Fiducia, and PBD Architects. A point of difference was crucial if the project was to stand out in Neutral Bay’s crowded market.
Project Innovation/Need
Typifying lower North Shore poise and speaking to an audience who love life without compromise, we developed a brand that communicated the elegant indulgence of the Harriette lifestyle. From there, Hoyne captured a selection of exclusive moments that Harriette’s residents will get to own and enjoy. Using rich, sensory copy complemented by highly curated product imagery, Hoyne captured changing light throughout the day. To create a more sensory and indulgent interaction, the team produced a set of tactile cards instead of a brochure. This allowed readers to spend longer taking in the moment that each card celebrated, while also allowing for an experience that could be viewed in any order, according to individual interest.
Design Challenge
The quality of finish and attention to detail that Harriette would offer were unique, as was the inclusion of a private wine room with individual cellars for residents. Knowing the exclusivity of the street and the sensibility of our target audiences the challenge was to achieve the level of sophistication and personalisation required to clearly communicate an understated aesthetic and timeless appeal.
Effectiveness
The result is a brand that is exclusive, aspirational and expressive. The development launched to market across multiple print and digital channels with a positive response; the apartments have sold for a higher average price per square meter than other similar offerings in the surrounding suburb.
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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