Property branding is a difficult area of brand and design demanding very similar deliverables for each project. This makes it hard to really stand out. It’s about selling the intangible, that dream home which is most often one of the biggest investments we make in our lifetime. For this reason the emotive dimensions of a campaign can often make or break its success.
Metropolis Inc’s campaign for Address located at Wentworth Point, a master-planned apartment community opposite Rhodes, needed a name, brand and an integrated campaign. With a reputation as the best piece of undeveloped land west of Darling Harbour, location was central to the marketing communications.
“The brand design was inspired by the historical, linear patterns of cartography but portrayed in a contemporary way. The changing nature of the grid pattern articulates the journey through the various stages of the masterplan design, with each building A through D assigned a pattern, iconography and imagery representative of it’s place within the masterplan concept.”
Enjoy the images. You could be tempted.