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Residential
Mirvac
Ascot, QLD
Paul Giggle
Render House Studios
Brand Strategy
Naming & Identity
Brand Development
Art Direction
Brand Imagery
Print & Digital Media
Website
Sales Campaign
Display Suite
Site Signage
Tapping into the nostalgia of the quintessential Queensland lifestyle, Charlton House* at Ascot Green reinterprets the classic ‘Queenslander.’ Homes that breathe, are intrinsically linked to the balmy climate, embrace the tropical beauty and promote a slower pace of life. In doing so, the project opened the door for a strategic sales and marketing campaign that encapsulates the emotional as well as physical attributes and benefits of Charlton House for the purchaser. The opportunity to find your place and live your moment.
Charlton House is the second brand and marketing project we have delivered for Mirvac’s Ascot Green residential precinct. Once again, this project has seen great success in the highly competitive Brisbane market – exceeding expectations and allowing construction to commence ahead of schedule. *Charlton House, named for one of Queensland’s thoroughbred racing greats from the 1970’s, Charlton Boy.
Drawing inspiration from the nostalgic design, we fashioned a logo that artfully embodied these attributes. We employed a contemporary deco typeface and coupled it with an oval brand mark reminiscent of the Eagle Farm Race Track. The oval brand mark capturing the very essence of the development — from the verdant landscaped gardens to the charming Queenslander shutters, all within the context of Brisbane’s tropical climate. A comprehensive array of icons was crafted to serve as foundational content elements for the project. These icons seamlessly functioned as chapter dividers in brochures and as visually engaging tiles on social media platforms.
A BALANCE OF
ARCHITECTURAL INNOVATION
AND QUINTESSENTIAL QUEENSLAND LIVEABILITY
In collaboration with acclaimed Queensland photographer Paul Giggle, we orchestrated a highly stylised photography shoot. This shoot elegantly captured a sense of nostalgia while showcasing the premium trackside offerings. We also partnered with Brisbane-based 3D visual studio, Render House, to create a series of product renders that seamlessly complemented our lifestyle images. Maintaining consistent colour grading was crucial to ensure a cohesive visual presentation. This effort resulted in a harmonious sign-off that successfully blended both art direction styles, creating visuals that were a perfect fit for the product and its tropical environment.
Please note: The printed Broadsheet will only be mailed within Australia.
