Project Overview
Nestled within one of Melbourne's most prestigious suburbs, Heirloom Armadale comprises a collection of meticulously crafted private residences. The project's architectural and interior design vision stems from renowned global firm, Woods Bagot, while the award-winning studio, Jack Merlo, lends its expertise to landscape design. The interiors are an example of truly elevated quality and craft. Within these spaces, handcrafted elements take centre stage, with Melbourne metalsmiths Ned Vernon and Anna Charlesworth contributing bespoke pieces exclusively for the project, alongside locally crafted artisanal light fixtures by local design studio, Articolo.
Developed as a joint venture between Danny Ciarma's Urban DC and GLG Developments.
Project Commissioner
Project Creator
Team
CANYON Studio
Danny Ciarma – Director - Urban DC
Simon Langer – Director - GLG Developments
John Meagher – Sales Agent - Three Sixty Property Group
Marcus Chiminello – Sales Agent - Marshall White
Photography – Robin Lowe
Copywriting – Kate Schmitt - Chewy Creative
Renders – V1 Studio
Production – Rothfield Print Management
Production – Press Print Digital
Project Brief
Having successfully named and established the project's visual identity, Canyon was tasked with capturing Heirloom's unique proposition within a brochure that stood out from traditional marketing materials. The objective was to create a "book" that had the essence of a cherished coffee table tome. The aim was to deliver an object that not only showcases the project's unparalleled quality, finish, and intricate artisanal details but also becomes a coveted possession, proudly displayed in the homes of Heirloom's future residents.
Project Innovation/Need
In keeping with the project's positioning tagline of 'Crafted for Life', we made a deliberate choice to entrust the task of narrating the Heirloom Armadale story to the very individuals who will breathe life into it: the designers, architects, and craftspeople. By placing the storytelling in their capable hands, we ensure an authentic and genuine portrayal of the project's essence, values, and aspirations. This approach allows for a rich and immersive narrative that captures the true spirit and dedication behind the project.
Comprehensive interviews with the design and artisan team, reminiscent of art exhibition rationales, find a harmonious balance alongside large typographic expressions, minimalist spreads, and strategically placed white space. These elements are carefully woven together to enhance the impact of the project's detailed renders. Each chapter commences with a captivating black and white closeup image of a craftsperson's hands, artfully printed on transparent acetate, revealing the underlying section title. This design choice pays tribute to the intricate artisanal details within the project while mirroring the layered arches and terraces of the exterior architecture, providing readers with a unique tactile experience.
The brochure is elegantly encased in a two-piece ensemble. The inner tray, lined with suede and equipped with a pull ribbon, holds the brochure securely. The outer slipcase, embellished with black hot foil to match the cover and spine of the brochure, completes the cohesive and sophisticated package.
Design Challenge
The design team faced the delicate task of striking a balance between form and function: achieving the minimalist elegance reminiscent of a coffee table book, while delivering detailed product information and a cohesive narrative to fulfil the brochure's inherent purpose as sales collateral.
Throughout the production process, specific elements such as the acetate pages and intricate packaging details posed challenges that were effectively addressed through close collaboration between Canyon and our print production partners. Together, we refined these aspects, ensuring they met the required standards and achieved the desired outcome for the project. This collaborative effort achieves a final product that reflects the studio's creative vision and the production team's technical capability.
Effectiveness
The final product, meticulously designed and finely executed by the production team, fulfils the client's brief in every aspect. It is a remarkable physical object, exuding a sense of sophistication and presence that also serves as a true reflection of the project itself. Every detail from has been carefully considered and thoughtfully incorporated, resulting in a tangible representation that captures the essence and vision of the undertaking.
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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