Project Overview
From ICON Developments with architecture by MAA and landscaping by Eckersley Garden Architecture, Inkerman & Nelson is a series of two and three-storey townhomes near vibrant Carlisle Street in Melbourne's inner south-east. We utilised a playful, lifestyle-focused brand, with a brand lock up that referenced both street names and cleverly conveyed the project’s enviable corner site.
Project Commissioner
Project Creator
Team
Earl.St
Project Brief
Inkerman & Nelson needed to engage and connect with local first and second home buyers who already lived in or near Balaclava by convincing them that these impeccably designed, limited collection of townhomes were designed with their present and future needs in mind.
Project Innovation/Need
Inkerman & Nelson provided an opportunity for locals with young families to buy a new, luxurious and thoughtfully designed homes, with intentional living and future residents changing lifestyles in mind.
In keeping with the general mood and architectural edge of its locale, from the outset Inkerman & Nelson is bold and yet coherent with the streetscape. Presenting as six stand-alone yet interwoven buildings, each distinct facade draws on its unique surrounds for inspiration.
Defined by a spacious, flexible floorplan, the townhomes have been optimised for northern orientation and are benefited by individual street addresses or secure laneway access. Designed by MAArchitects to wear in beautifully, each light filled home will feature two, three or four bedrooms, and with a variety of floor plans available including whole floor living zones on either the ground or second floor with a dual aspect and leafy outlook.
Design Challenge
The campaign was brought to life through the playful designs and bold colours. We chose to print a book which purchasers could keep long after the purchase. We also signposted the location, beckoning interest from the local community who passed the display suite by the street-mural-style signage on site as well as using rock posters which are a well-known part of Melbourne's colourful streetscapes.
Effectiveness
A challenging campaign in which we were looking at targeting the most diverse range of buyers we’ve ever encountered.
The use of faceless illustrations and and bold colours enabled us to capture attention of a wider audience while the scenes in which they were placed subtly acted to connect with the various demographics i.e. Dad with his child on his shoulders focussed on the divorcee market.
As we gathered momentum and data 5 x "mini campaigns" re-targeted and expanded reach to look-a-like audiences building interest ahead of the grand launch. 60% of sales were achieved within that first month, and with responsive fine-tuning of each campaign further managed to consistently land a sale a week getting the valued client to financial close in a very challenging market, yielding median house prices for townhouses which is an achievement in itself.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation 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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