Project Overview
Conceived by internationally renowned and award-winning architect Rob Mills, Armadale Manor is set to become the suburb’s finest address. A collection of just five crafted residences situated on a verdant stretch of Kooyong Road, this project is indicative of the power of design and community.
Project Commissioner
Project Creator
Team
Render team: The Sensory
Project Brief
Interweaving principles of art and design, the project is defined by a sculptural form and honest, retrained materials. Embedded naturally in the fabric of its locale, the building provided a contemporary and confident addition to the rich character of Armadale. We were tasked with celebrating this by creating a striking brand identity and a curated sensory experience.
Project Innovation/Need
The decision to centre the project around the prolific and internationally acclaimed architect Rob Mills was cultivated from the fact that he himself resides in the Armadale area and is well-known by the locals. We positioned his name within the brand identity and incorporated his personal sketches to further the depth of this concept. Accompanying the sketches is a video shot within his Armadale home, capturing his creative process to create a sense of approachability. Instead of traditional hoarding, we incorporated the signage into the existing fence, which created a sense of permanence and resulted in minimal disturbance for the surrounding neighbours.
Design Challenge
Over the last two years, building confidence during a global pandemic has been a priority and was achieved through an extended ROI in the case of Armadale Manor. With uncertainty at the forefront, exuding confidence during a global pandemic was accomplished by positioning and reiterating community through local figure Rob Mills.
Effectiveness
The unique hoarding and online ad campaign generated a significant amount of enquiry, even before the campaign had officially launched. We knew the tree-lined street was a local’s short cut to the shops during this time, and with so many individuals taking their precious hour of freedom to hit the pavement, we were confident we’d land a huge number of enquiries off this loan advertising element – that we did! The printed collateral was posted within 36 hours of an enquiry, with the video playing an equally critical role as the potential buyer waited for this package to land – it was the combination of all three that led to the attention this project deserved.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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