Box Hill, VIC
Naming & Identity
Print & Digital Media
Amid the competitive Box Hill residential landscape, MAB faced the challenge of creating a brand and campaign that truly stood out. The goal was to expand their reach beyond the predominantly Asian-themed developments synonymous with Box Hill, attracting a fresh audience.
Our strategic approach highlighted the remarkable expertise of the MAB and Hayball teams while emphasising connections to nature and tranquility, setting Tempo apart from its counterparts. This unique proposition guided our choice of the name “Tempo,” symbolising a residence where individuals could live at their own rhythm — ideal for both new families and downsizers, appealing to those seeking an active urban lifestyle as well as those desiring the serenity of a suburban setting.
The art direction masterfully extended this captivating concept throughout the characters and animation, expertly crafted by the renowned Japanese artist Satoshi Hashimoto. Through Hashimoto’s artistic lens, a profound sense of community was not only captured but amplified, turning the visuals into vibrant narratives that evoked a shared spirit and connectivity amongst our Chinese and Western audience.
Hashimoto’s intricate brushwork and attention to detail brought the characters to life, each embodying a unique story within the broader tapestry of the project. From the bustling streets to the tranquil parks, every scene resonated with the essence of community, portraying interactions, shared moments, and the diverse yet cohesive fabric of life within this dynamic setting.
Situated within Melbourne’s largest Chinese population, it was essential to create a design platform that catered to both Chinese and English languages. The clean editorial layout style allowed the product renders and Satoshi’s illustrations to vividly stand out on the page. Through a combination of print and digital media, this award-winning campaign truly emerged as one of Box Hill’s most memorable property brands and we commend MAB for it’s bravery.
Defined by the momentum and cadence of a visionary new community
Despite the formidable challenges posed by the pandemic, the strategic deployment of targeted campaigns throughout 2020 yielded remarkable sales outcomes. The introduction of interactive pop-ups at Box Hill Central and imaginative installations within the display suite effectively amplified the brand’s inherent qualities of warmth, inclusivity, and a spirit of enjoyment. These initiatives not only overcame obstacles but also provided a dynamic platform to engage the audience, fostering a sense of community, and ultimately driving substantial sales achievements.
Please note: The printed Broadsheet will only be mailed within Australia.