Project Overview

“Awash with beauty. Anchored in the exceptional. Open to it all at Colindia.”

Organisation

Fortis

 

Team

Head of Marketing - Kristina Granberg
Design Director & Illustrator - Emily Matthews
Content Marketing Manager & Photographer - Liz Keene
Marketing & Relationship Manager - Jess Garcia
Copywriter - Peter Maniaty
Render Artist - Large Arts
Media Agency - Giles Cain
Printer - Special T

Project Brief

Intimate in nature, Colindia comprises six half-floor residences crowned by a full-floor penthouse at the end of a quiet cul-de-sac. Nestled in the hills of Neutral Bay, this is the best of both worlds: harbourside bliss with the world on its doorstep. Designed by PBD Architects, the building presents as a sculpted artform, with curved walls creating a soft and inviting spatial experience.

The positioning of the campaign focussed on attracting downsizers ready for a fresh chapter of possibility. A place for those open to new ideas, new connections, and new forms of self-expression.

Project Innovation/Need

The visual identity of Colindia’s campaign featured bespoke artwork using fluid lines and natural hues evocative of both the architecture and Neutral Bay’s flowing coastlines. Each artwork illustrated the unique characteristics of the building, and were framed in open, spacious layouts with pops of striking cobalt blue – a nod to the panoramic backdrop of the Sydney harbour.

The name itself was selected due to the attractiveness of the quiet street, and the curved letterforms present within the word. The bespoke wordmark was crafted to emphasise these, using open rounded shapes and sweeping curves.

Design Challenge

In a saturated market with fierce competition, the campaign for Colindia had to catch the hearts and minds of its highly sought-after downsizer target audience.

We chose to contrast the competitor landscape by presenting our product in a mature and less typically ‘feminine’ way. Campaign content illuminated key attributes that Colindia’s competitors could not – the privacy of an end of cul-de-sac address with a small and unassuming street frontage, the independence and intimacy of the small number of residences, the proximity to amenity, and the exceptional design of our development.

Campaign content was divided into six chapters, each paired with a bespoke illustration inspired by the meaning behind that chapter - Inspired by nature; Sculpted artform; Private and secluded; Open and light; Connected and convenient; Functional and pragmatic; Crafted to perfection.

Effectiveness

The project was launched in late February 2021. It was in the top 2.9% highest performing projects out of 279 NSW apartment projects on Domain.com.au, and the top 6% highest of 163 NSW apartment projects on Realestate.com.au, with a very low listing cost per lead of $31 four weeks into launch.

Of the seven available apartments, in just five months we have achieved four unconditional pre-sales totalling $16.8 million. This includes a penthouse sale with a record-breaking price per sqm for the suburb. All pre-sales achieved prices above valuation, and represent 73% of the building – sufficient to achieve senior bank funding for construction. A fifth apartment is currently reserved.