[MEL20]

Key Dates

04 Feb 2020 -Launch Deadline
26 Mar 2020 -Standard
16 Jun 2020 -Final Deadline
18 Jun 2020 -Judging
25 Jun 2020 -Winners Announced
11 Aug 2020 -presentation
Friday, 31 October 2025 12:33 local time

Daracombe, Kew

CDG / Earl.St | Graphic Design - Publication

 
Image Credit : Third Aesthetic - Renders and Animation

Project Commissioner

CDG

Project Creator

Earl.St

Project Overview

Located in one of Kew’s most distinguished pockets, Daracombe is comprised of 14 timeless residences by the revered Paul Conrad, with gardens by John Patrick. The distinct materiality of the architecture was the inspiration for our design-led brand direction, which featured still life imagery and a beautifully refined colour palette. All elements of the brand were also geared towards encapsulating the very premium, high-end nature of the project.

Team

Earl.St - creative agency

Project Brief

Our brief was to produce a brand and collateral that communicated and celebrated the product's high-end design and premium materials.

Project Innovation/Need

Daracombe is an opportunity for the local downsizer market to stay within the inner city suburb of Kew, close to the CBD and other amenities without compromising on comforts and luxuries.

Design Challenge

Timing was a key challenge, launching in a flat market. Our task through design was to effectively communicate the benefits of Daracombe over other properties, including local established homes, and convince a discerning market to buy off the plan. To achieve our objectives we chose to create an evocative still-life image resembling an abstract piece of art to show the building materials in an unexpected way and in doing so, highlighting the quality. We also partnered with Third Aesthetic to craft the renders and animation, as seen on the home page. All print collateral focused on ensuring any marketing material buyers interacted with communicated ultimate luxury through the visual design and tactility of materials used .

Effectiveness

We certainly couldn’t have anticipated the results we saw here! Confidence was key in the suburb of Kew; traditionally very conservative and launching at a time when median house prices had been annihilated by up to 20% of their former glory. Our mission was to showcase what modern living could look like, while playing up the use of bricks in the facade. For Daracombe's launch campaign we used an abstract image of the building materials, resembling a sculpture. The intriguing and unique image saw high click through's from an REA eDM blast, which ultimately lead to 78 enquiries within a 72 hour period.


Graphic Design - Publication

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 of information style to audience.
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