Project Overview
Morning was entrusted with the creation of the brand and the design journey to strategically position Stream Northmead as a premium industrial offering. Stream Northmead is an amalgamation of industrial practicality and commercial sensibility, offering solutions for workplaces and personal storage needs. Through close collaboration with the client and leveraging our extensive expertise in property, we laid a solid foundation and implemented contemporary design solutions. Our approach incorporated a visionary concept that draws inspiration from the industrial precinct of Northmead and the transformative ethos of the Industrial Revolution, encapsulating the essence of Stream. The outcome is a presentation of Stream that is not only captivating and inspiring but also positions the project as a frontrunner in the industry. This project not only meets but exceeds the initial brief, leaving a lasting impact on the client and enhancing the promotion of the surrounding design ethos.
Project Commissioner
Project Creator
Team
Morning
Designer: Sam White
Brand Manager: Hannah Casey
Head of Social: Tess Harvey
Hannas
Chief Operating Officer: Charlie Martin
Sales and Marketing Coordinator: Carla Hanna
Sales Manager: Brenton Thompson
Project Brief
Hannas approached Morning with the challenge of creating an industrial property brand that stands out in the current market and takes a different approach to industrial marketing. Our primary objective was to establish Stream as a standout brand in a saturated market, targeting individuals and organizations in need of storage, and warehousing. To achieve this, we conducted a thorough competitor analysis and researched our target audience extensively.
Our research led us to focus on the theme of the Industrial Revolution, which became the cornerstone of our brand positioning. We developed a clear value proposition, mission, vision, and purpose for Stream, ensuring a consistent and compelling brand message. Taking inspiration from the nearby elements of the area, we crafted a unique brand identity, including the naming, branding, and overall experience.
Project Innovation/Need
The project successfully maintained its unique position in the competitive industrial landscape through innovative design solutions. This approach included bold design choices that introduced a strong logo and branding elements, effectively establishing Stream as a standout brand in the industrial sector. By strategically differentiating itself, Stream claimed its position as an industry leader.
The design process was highly focused on the location, responding to the specific needs of the target audience. Extensive research provided valuable insights into customer preferences, pain points, and opportunities, informing a design solution that resonated with the audience and met their needs effectively.
This innovative approach not only preserved Stream's identity but also positioned it as a pioneer in the industry. The introduction of unique branding and visionary design showcased a truly original and distinctive solution, cementing Stream's leadership in the industrial landscape of Northmead.
Design Challenge
An initial challenge for this project was presenting a multi-storey development in a market unaccustomed to such offerings. The market typically sees single-storey projects, so it was crucial to effectively communicate the benefits and unique appeal of a multi-storey design. This required a strategic approach to marketing and branding, focusing on the added value, innovative design, and enhanced living experience provided by the additional floors. By emphasizing these aspects, we aimed to shift perceptions and generate interest in this novel development concept.
Understanding the diverse market and target audience from both the client's and our own perspectives, enriched by our varied experiences, presented a significant challenge also. Meeting the needs of these segments required strong communication and a deep understanding of each side's preferences.
This challenge extended beyond aesthetics, delving into functionality, user experience, and communication. During the experimental phase, it became evident that each party had distinct visions that initially clashed, resulting in an outcome that neither found satisfactory. To address this, we engaged in workshops and fostered open communication, aligning our visions and trusting in each other's backgrounds and expertise. By collaborating closely, we were able to confront the challenge directly, refining certain aspects while amplifying its messaging and purpose through a cohesive element that bridged the two choices together.
Effectiveness
The project has been a transformative journey, yielding significant impact. By strategically positioning the Stream Northmead brand and enhancing its visibility, the project has left a lasting positive impression on the client. Stream now stands out prominently among its industrial competitors, employing a diverse strategy and leveraging the visual elements of Northmead to boost brand awareness and trust among a design-focused audience.
From a societal standpoint, the project has reshaped the Northmead industrial precinct's perception of design, inspiring surrounding businesses to explore and push the boundaries of impactful design. By showcasing the power of creativity and strategic development, the project underscores the importance of innovative thinking in design, thereby enhancing the market as a whole.
As a result, Stream has garnered significant interest from its target audience, with over a third of its offerings sold within a year of the brand's introduction. This success is a testament to the brand's presentation, with a majority of interest generated through design-focused advertisements (both large-scale print and digital), solidifying Stream's position as an industry leader in modern warehousing and strategic storage solutions.
In terms of the business, the branding tools created have equipped the sales team with streamlined sales products. These tools include large-scale interactive landing pages, tailored sales brochures, and informative documents updated fortnightly, enabling them to maintain brand consistency and integrity effectively. This streamlined process has been refined to enhance the team's productivity, resulting in a positive impact on the overall company experience.
Graphic Design - Identity and Branding - Property - Project
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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