Image Credit : Renders by Cuub
Project Overview
33 Queens Parade offers a selection of 2- and 3-bedroom apartments, townhouses, and penthouses. The brand takes inspiration from the address, Queens Parade, and celebrates three iconic queens—Queen Elizabeth, Catherine the Great, and Marie Antoinette—each embodying a distinct product type. Leveraging AI imagery, we crafted elegant, fashion-forward, modern-day queens immersed in Clifton Hill’s everyday lifestyle. The focus remains on the sleek design of the residences and the building's convenient proximity to amenities.
Project Commissioner
Project Creator
Team
Developer: Prime Edition
Brand & Design: Studio Caviar
Architecture & Interiors: Cera Stribley
Landscaping: Etched Projects
Agent: Capital Property
Signage: Outcry Media
Website: Dot Dev
Renders: Cuub
Builder: Henny
Project Brief
33 Queens Pde oozes innovation and creativity in a groundbreaking fusion of technology, high-end fashion and property. In an industry-first move, we're revolutionising imagery with cutting-edge AI technology, in lieu of conventional photography. Taking cues from high fashion we are ushering in a new era of visual storytelling that promises to captivate the audience and even go viral.
The brief from the client was to make sure Caviar created a capturing campaign that would show diversity in Prime Edition's portfolio, speak to the 3 x different product types within the project, hero the location and stand out.
Stunning visuals crafted not by cameras, but by algorithms breathe life into the campaign as we introduce famous queens (a play on the street name) living their best life (in 2024) in and around Clifton Hill.
The images come to life across all collateral and advertising including the website, which isn't just a platform; it's an experience. With layouts designed for seamless navigation, we empower visitors to effortlessly explore.
But our vision extends beyond aesthetics. Our media campaign is a declaration of individuality, a bold assertion of standing out from the sea of sameness. We're not just selling products; we're offering a lifestyle, a statement of style and sophistication that defies convention and it's working! With great lead numbers generated already in the EOI campaign!
Project Innovation/Need
Introducing a groundbreaking innovation in residential property: AI Imagery. We said goodbye to a costly photoshoot and embraced a cost-effective alternative that not only saved the client but also delivered superior-quality images.
Our process begins with meticulous briefing and mood board creations, ensuring every detail is perfected, from hairstyles to lighting. Each element is carefully selected, drawing inspiration from our iconic figures such as Queen Elizabeth's beloved corgis, Marie Antoinette's infamous choker, and Catherine the Great's legendary Fabergé egg. These queens represent distinct product types within the project and embody the essence of why they would choose to reside in our building.
Combining AI with rendering tactics allows us to incorporate specific details seamlessly. From the iconic Shop Ramen Neon sign adorning the restaurant to subtle nuances that bring each space to life, our AI imagery captures the essence of luxury living like never before and creates a distinctive campaign.
Design Challenge
The biggest challenge was that there were multiple product offerings within the project. Our approach was to understand the diverse needs and aspirations of the three target audience segments we are marketing to young professionals, downsizers, and families. We recognised the importance of crafting a campaign that resonated with each group while maintaining a cohesive message that showcased the property as a whole.
Throughout the campaign, we remained mindful of how our messaging would be perceived in the media, ensuring consistency and clarity to avoid confusion in the market and also having a parent brand that could be used for print media encompassing all of the brands. By carefully crafting distinct yet complementary narratives for each product offering, we are able to effectively target our diverse audience segments digitally while maintaining a unified brand identity.
The other challenge was to create something to stand out!
In a market where brands often look the same, our goal was to stand out by offering a visually appealing and dynamic without losing sight of the overarching vision for the property. Through strategic storytelling and thoughtful execution, we successfully positioned the project as a versatile and desirable destination that caters to the varied lifestyles of our target market.
Effectiveness
The project just launched 3 weeks ago and has generated over 100 leads with a handful of warm buyers.
With an average sales conversion rate in Melbourne currently 1 in 200, we're on track to exceed this.
Through meticulous planning and collaboration with our team of consultants, including the selling agent, we ensured that every touchpoint with our brand reflected our core values and resonated with our diverse audience segments and have received outstanding feedback thus far from those we have shared the campaign with including the media agency, signage supplier, website developers, selling agent and printers.
The feedback has been overwhelming due to it's key point of difference.
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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