Residential
Beulah International
Southbank, VIC
Brand Strategy
Naming & Identity
Brand Development
Art Direction
Brand Imagery
Print & Digital Media
Website
Sales Campaign
Display Suite
Site Signage
Beulah embarked on a momentous journey by inviting six world-renowned architects to partake in a design competition for their landmark development. The goal was as straightforward as it was ambitious: to create a sustainable and world-class destination. After careful consideration, UNStudio and Cox Architects emerged as the winners, entrusted with the role of lead architects. Their awe-inspiring ‘green spine’ architectural design response captivated the imagination.
To unveil the STH BNK By Beulah to the world, Grenade took on the task of orchestrating the residential campaign. Collaborating with Studio Ongarato, who envisioned the precinct’s brand and positioning as ‘The Next Evolution,’ Grenade’s mission was to craft an equally visionary campaign that would ignite interest and anticipation for the residential launch.
To achieve this visionary campaign, we partnered with Sydney-based film studio, Collider, to create a series of mesmerising fantasy images and an enchanting campaign film, capturing the essence of Beulah’s grand vision and aspirations for the project. These captivating creations were strategically released, setting the stage and generating intrigue leading up to the residential campaign launch. Acknowledging the uniquely visionary nature of the project, our approach involved teasing out the aspirational elements through the campaign and immersive experiences, while ensuring the tangible collateral pieces grounded the key details.
The project embraced a vibrant green palette, meticulously chosen to embody the biophilic atmosphere of STH BNK. The project’s marketing collateral materialised the aspirational fantasy of the precinct while providing comprehensive information about the product, amenities, and overall benefits of the development. This multifaceted storytelling seamlessly weaved together the vision, product, and essence of The Next Evolution of Living at STH BNK.
To maintain uniformity across all platforms, we developed a flexible and future-proofed grid system that housed various brand assets, messages, and project details, enabling continuous evolution during staged releases and seasonal campaigns. This style guide now serves as the foundation for the Beulah marketing team, third parties, PR, and media, empowering them to confidently and consistently convey the brand’s vision.
A PROJECT OF
IMAGINATION & CULTURAL INNOVATION
In the lead-up to the launch, the on-market campaign smoothly shifted from the teaser phase to spotlighting the distinctive product offerings of STH BNK by Beulah, emphasising their dedication to ‘The Next Evolution Of Living.’ The campaign expertly enticed potential buyers to explore the immersive display suite. The remarkable success became evident when the launch weekend alone recorded an astounding $400M in sales, leaving us immensely proud of our pivotal role in realising STH BNK’s vision for the market.
Please note: The printed Broadsheet will only be mailed within Australia.
