Project Overview
A stone’s throw from the beating heart of Oxford Street, this innovative project is a collection of apartments that embodies all that is Leederville. Featuring a contemporary industrial facade, timeless interiors and generously landscaped spaces, this project delivers a new era of modern living to inner-city Perth.
Project Commissioner
Project Creator
Team
Render team: Stab Studio
Project Brief
The design and print collateral was intended to capture a younger yet independent market with downsizers in mind through the use of vibrant and striking colours and illustrations. Direction was given in terms of lifestyle to capture and harness the vibrant and emerging suburb of Leederville whilst selling the immediate locale’s amenities to buyers.
Project Innovation/Need
Leederville, Perth is well-regarded for its youthful and vibrant atmosphere and as such, provided us with an exciting opportunity to experiment with bold colours and illustrations that cater to a younger demographic. Partnering with Melbourne based illustrator Katie Ford, Locale was positioned to depict Leederville’s thriving community hub and youthful aesthetic through the critical application of animation. Additionally, the bold selection of terracotta as the hero colour celebrated the rich hues in the project’s design.
Design Challenge
Due to consecutive lockdowns, this project required a new life and needed to be bold and colourful in its approach, representing the vibrant rebirth of this community. Our market was broad and needed to appeal to a younger audience without alienating particular demographics. We felt illustration was the best manner in which to achieve an early presence — to stand tall, grab attention and highlight the desirable lifestyle that will bloom in Leederville over the coming years.
Effectiveness
An eye-catching ROI campaign was curated by intertwining Katie’s illustrations and animations as well as render moments to gather the attention of a younger demographic. Over 200 ROI registers were expressed for the 1 and 2 bedroom residences, signifying the effectiveness of this modern approach. Furthermore, we pivoted the campaign to accommodate our older-yet-hip downsizers searching for 3 bedroom apartments.
Graphic Design - Identity and Branding - Lifestyle
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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