Residential
Mirvac
Brisbane, QLD
Paul Giggle
Binyan Studios
Clementine Blule
Brand Strategy
Naming & Identity
Brand Development
Art Direction
Brand Imagery
Print & Digital Media
Sales Campaign
Display Suite
Named after Tulloch, one of Australia’s most celebrated thoroughbred racehorses, Tulloch House is the second residential release within Mirvac’s Ascot Green precinct, situated in Brisbane’s prestigious Eagle Farm Racecourse. Its launch marked the perfect moment to shift the focus beyond the racing heritage, embracing the expansive green spaces and flourishing native flora that define the site. This natural connection allowed Tulloch House to resonate with a broader audience, offering a fresh perspective rooted in the beauty of its environment.
Working with the talented photographer Paul Giggle we captured the beauty and energy of the heritage grounds and parkland as a space that will draw residents out of their apartment to enjoy life’s simple pleasures. Our imagery needed to strike the right balance between peace and tranquillity with just the right level of energy, and a focus beyond the racing vernacular. A series of unique icons were developed to complement this, stylised to capture the heritage feel. Australian based French illustrator Clementine Blule was commissioned to create a series of botanical illustrations to reflect the beauty and detail of the native planting that was planned for the gardens surrounding Tulloch House.
Our creative direction was to ensure Tulloch House was distinct yet complementary to the first release – Ascot House. The brand and narrative developed needed to herald a new and exciting phase for this development to the market. It was an opportunity to refresh the brand across all touchpoints and breathe new life into the sales and marketing campaign – Celebrating life on the green. Capturing the heritage layer via imagery and story telling played a significant role in the brand and marketing of Tulloch House, as it is appealing to purchasers who are looking for a development with depth, soul and personality.
A DEVELOPMENT
WITH DEPTH, SOUL
AND PERSONALITY
