Project Overview
A brand which cleverly combines two cultures and successfully stands out in a sea of sameness.
Project Commissioner
Project Creator
Team
Creative Director: Andrew Hoyne
Designer: Damian Wheeler
Copywriter: Kathryn O'Hara
Illustrator: Blair Sayer
Account Director: Emma Wilson
Project Brief
Willing Group approached Hoyne to create a place brand for their mixed-use property based in leafy Mount Lawley, one of Perth’s most desirable suburbs which has a wealth of Italian heritage and is home to one of the city’s most popular dog parks. The development will include 6 retail properties, a refurbished deli and 15 apartments, of which 6 have the opportunity to become a modern shop-house connected to the boutiques below. The brief was to create a brand which stood out from the “sea of sameness” in the local market with flair and personality.
Project Innovation/Need
The development brings together the best of the modern Australian lifestyle with Italian-inspired design elements. The creative solution drew on the Italian inspired architectural flairs, such as the arches inspired by Merano’s medieval shopping arcades. Most of all, they referenced Mount Lawley, in the rich reds which talk to the heritage brick houses and copy that reflects the relaxed, neighbourly air of the community. This was brought to life through a bespoke illustrative style which conveys the lively street scenes that Clifton & Central will enable. The continental elements also come through in the playful and unstuffy, unpretentious copy.
Design Challenge
The positioning for the Clifton & Central brand emphasises the meeting of cultures - Australian charm and Italian style. This is encapsulated in the Continental Charm core positioning. However, Continental Charm isn’t something that directly resonates with the down-to-earth Perth market, even in well heeled Mount Lawley, so the creative approach is therefore expressed as Daily Delights with a Continental Twist.
Effectiveness
The brand for Clifton & Central is saturated with flair and personality, ensuring it successfully stood out in the market.
Graphic Design - Identity and Branding - 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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