Project Overview
Urban Revolutions, a custom home building company headed by Russell Garnett, is passionate about helping people visualise and realise the lifestyle of their dreams.
Vuvale, the latest extension of Urban Revolutions, is just as ambitious.
Being a unique proposition and with no other like it in the market, Edison’s role was to create a strategic blueprint and visual identity that would bring Vuvale to life, by collaboratively working with key stakeholders to ensure their vision ‘Life is Better Together’, was realized in way that had meaning to them.
Project Commissioner
Project Creator
Team
Amber Bonney - Founder, Executive Director - Creative & Strategy
Georgina Bendall - Lead Designer
Caitlin Preyser - Design Support
Niki Beeston Senior Account Director
Matt OConnor - Senior Creative Artworker
Project Brief
Vuvale is a unique Australian proposition seeking to establish a new benchmark in micro-village living by making the entry point for independent living more accessible for people in the form of high-quality, cost-effective rental and hybrid hotel accommodation that includes learning spaces for start-up incubator hubs.
Housing affordability is one of many costs of living pressures in Australia today. As house prices have surged, more and more people are forced into the rental market. Adding on additional pressures such as family dislocation, a lack of disability-friendly options, and homelessness, Vuvale saw a real opportunity to help redefine the way Australians live for the better.
To bring the Vuvale vision to life, Edison was tasked with helping to solidify the brand’s purpose, developing a strong brand positioning and visual identity design as part of an initial phase 1 (B2B) as it prepares for launch into the Australian market (B2C).
Project Innovation/Need
Through the use of strategic tools, Edison conducted a series of workshops to further drill down into the brand’s reason for being, what it stood for, and its vision for the future. A clear purpose and positioning for the brand were defined around ‘Empowering people to thrive through connection and belonging’.
The new visual language reflects the texture of the materials used in the development. A neutral paired back primary color palette of charcoal, grey, and white allows a canvas for imagery to bring color and vibrancy that would hero the brand’s offering, across digital and print applications.
The Vuvale brandmark has been designed as a living, flexible mark that reflects the environment it sits in. This tactile application sits at the core of the Vuvale experience, emphasizing the finishes and unrefined materials used within the environment.
Messaging such as ‘design around you’ and ‘built around your needs’ puts the individual and their needs front and center, highlighting Vuvale’s commitment to empowering people to live happier, healthier, and more engaging lives, in a socially responsible and environmentally conscious way.
This was all housed together in a complete brand playbook that was created along with a PowerPoint template and social media assets to be used as part of Phase 1 (B2B) – with further assets to be developed for Phase 2 ahead of launching to market.
Design Challenge
With the housing market in disarray, and many large developers looking to stake a claim in the ‘build to rent’ market, it was important to communicate the Vuvale proposition clearly and succinctly and to highlight the social and environmental impact a proposition like Vuvale can make. Edison looked to bring the brand to life through:
• Defining the ethos and purpose of the Vuvale brand, bringing their vision of ‘Life is better Together’ to life.
• Create a positioning that is aspirational and unlike anything else in Australia.
• Clearly communicate the current social and environmental challenges within Australia and create a clear narrative around the benefits of the Vuvale proposition and how it solves these problems.
• Create a visual language that includes identity design and distinctive assets that are sensitive to the brand strategy and positioning.
Effectiveness
The comprehensive identity including brand playbook, templates, and social assets has provided a strong foundation for Phase 1 (B2B) initiatives, setting the stage for a successful launch into the broader consumer market (B2C). By creating a personality that is tactile and flexible, along with a neutral yet vibrant visual language, Vuvale is empowered with an inviting and inclusive atmosphere that will appeal to a diverse range of people searching for tailored solutions
Graphic Design - Identity and Branding - Property - Lifestyle
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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