Project Overview
Frasers Property are arguably the most ambitious property development company in Australia. And their south coast developing ‘The Waterfront at Shellcove’ is no exception with its eco friendly mixed use design that features a man made harbour and luxury marina.
So when we were asked to create a brand for the precinct’s single most luxurious and exclusive apartment release to date we were very excited.
The Vela luxury apartments go on sale in early August but with our design work now live in the market, it has become one of the most anticipated property released on the South Coast.
Project Commissioner
Project Creator
Team
Matt Newell - CEO
Chris Scott - ECD
Genevieve Read -Senior Art Director
Laura Popa - GAD
Pat de Silva - Senior Project Manager
Project Brief
The Waterfront, Shell Cove development on the NSW South Coast is a project of truly epic proportions. A 400-hectare mixed-use residential, retail, commercial and tourism development, with a completely man-made harbour, including 270 berth marina as its focal point.
And the Vela apartment complex is the crowning jewel of this development.
Our brief was to create a brand communications platform that would do justice to the most luxurious apartments on offer in Shell Cove, while also reflecting the beautiful local area and sitting comfortably alongside the Aesthetic of The Waterfront masterbrand.
Project Innovation/Need
This enormous project is being built entirely from the ground up - a massive man-made undertaking.
But our job was to create the exact opposite feeling… creating a sense of luxurious effortlessness to bring a natural soul to the project.
Our team drew inspiration from the name ‘Vela’ - Latin for ship. And the brand ID itself celebrates the arcs and curves of a boat as well as the curves in nature, such as the sun setting over the horizon.
We also developed a distinctive personality for Vela, where the brand communicates in first person through heavily romanticised language. Giving potential buyers a moment's pause, and moving away from the traditional hard sales tactics so often used in the category.
Our team also drew inspiration from the local area, spending time on-site with swatch books, matching colours and textures with the surrounding area - integrating the nuance, diversity and beautiful imperfection of the South Coast to the work.
Design Challenge
There were two key design challenges:
1.) Although we had worked on several apartment releases to date, we had to signify that this was the single most premium apartment complex available within The Waterfront.
2.) In a completely man-made development where all works had been a truly enormous undertaking, our brand had to feel effortless, cool, natural and truly imbue the essence of distinctive Australian luxury that is The Waterfront.
Effectiveness
As a multi-year journey continues with The Waterfront team, we look forward to launching Vela and the success it will bring to the wider development.
The Vela launch event was held on the 9th of July and received the highest attendance of any event previously. The client, architect and wider teams are ecstatic with the feedback and energy received in the lead up to the sales launch which occurs on the 4th of August 2022.
Graphic Design - Identity and Branding - Property - Project
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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