A new development of 50 apartments in North Melbourne came to us seeking branding and marketing. The property sought to devise a strategy that represented and embraced the community, whilst attracting those not already living in the area, to the desirable lifestyle of North Melbourne.
Both digital and print materials were required including the display suite fit-out and external signage.
The strategy needed to achieve cut-through in an already over-saturated market. North Melbourne has high levels of competition, with a number of apartment developments already launched or launching at the same time.
With recent changes to stamp duty in VIC it also is an uneasy time for purchasers. Our campaign sought to give Twenty Two Courtney a point of difference whilst still resonating with the target market.
The Natives crafted a bright, colourful brand identity with the use of illustrations that offered plenty of personality; a strong point of difference in the market. The campaign captured the local area and people in a creative way, whilst the marketing collateral focused on interviews with the architects and local business owners.
These elements combined to create an editorial-style newsprint brochure and signage that achieved sales success without being too commercial.