Live At Your Own Pace
Architect & Interiors
Box Hill, VIC
Print & Digital Collateral
In the saturated Box Hill residential market, MAB needed a brand and campaign with significant cut-through. It would need to introduce MAB to a new audience and move away from the Asian character of developments dominated by Box Hill.
Our strategy celebrated the credentials of the team – MAB and Hayball – and connections to greenery and relaxation that other developments could not claim. Building on this, the name Tempo was selected to reflect living at one’s own pace; a place for new families and downsizers; for those seeking an active urban lifestyle or a more quiet suburban setting. The creative direction extended this concept across characters and animation by Japanese artist Satoshi Hashimoto which captured a sense of community.
Despite the challenges of COVID, targeted campaigns rolled out during 2020 resulted in substantial sales. Interactive pop-ups in Box Hill Central and playful installations in the display suite built on the brand’s welcoming, fun and inclusive quality.
This Japanese illustrator has the touch of a mid-century master, creating a world of goatee sporting beatniks and cocktail swizzling cool guys brought up to the modern age.
His figures, which feature in plenty of modern periodicals, are surrounded by the technological signs of our modern world: laptops, rooftop gardens and DJ turntables place these images decisively in the 21st century.