Ology began this project with one of our favourite briefs – sustainability and luxury are not mutually exclusive. A belief held by developer, Jarrah, and also a maxim very much true for our target market, the Fitzroy locals. The creative thinking that came out of this brief formed the basis for every part of this project — there is always more BEYOND FIRST IMPRESSIONS.
JARRAH PROPERTY GROUP
18 APARTMENTS | 2 TOWNHOUSES
82 WESTGARTH STREET FITZROY
PROJECT NAME, BRAND STRATEGY & POSITIONING, DISPLAY SUITE, PROJECT SIGNAGE, WEB DESIGN, DIGITAL & ADVERTISING CAMPAIGNS, SALES AGENT MARKETING MATERIALS.
Beyond the grand façade are considered details and mindful architecture.
Beyond the luxury interiors are intelligent floorplans and the craft of local artisans.
Beyond the sustainability credentials and responsibly sourced materials is a net-zero carbon rating.
Beyond the design excellence is the living experience.
Ology designed a functional “brochure” for the buyer in line with the sustainability & longevity principles to last beyond the sales process. Designed to be kept as a record of the whole journey, the premium binder allowed purchasers to gather & store their own material from floorplans at the start of the process through to contract, construction updates, settlement & warranty information.
BEYOND FIRST IMPRESSIONS : A LIFETIME RECORD
Fitzroy is a small suburb that inspires fierce loyalty. Identifying locals as the target market we chose to avoid trying to sell Fitzroy to the Fitzrovians and instead we reminded them of why they love their suburb. 17 things the locals know was a mix of practical knowledge “you can walk into the city in less than 30 minutes” and more left-field local knowledge like “Rumour has it that Brunswick Street institution Mario’s once turned away Jerry Seinfeld”.
BEYOND FIRST IMPRESSIONS : FITZROY FOR THE REAL FITZROVIANS
LOCAL SCENES BY TOM BLACHFORD
Inspired by Tom Blachford’s Midnight Modern series, Ology’s brief to Tom was to capture the true character of Fitzroy when everything is quiet, the day has ended, and there is time to observe. Tom Blachford turned his lens on Fitzroy when no one else was looking.
BEYOND FIRST IMPRESSIONS : THE REAL CHARACTER OF FITZROY WITHOUT PRETENCE
Utilising the existing warehouse on site we set up an obviously temporary display for purchasers to be taken through the details of the project. Behind a roller door this display went beyond slick surfaces and expensive builds, and instead focused on communication of a philosophy that would carry through to the end product — the intersection of luxury with sustainability and mindful use of materials.
BEYOND FIRST IMPRESSIONS : MINDFUL USE OF MATERIALS
The website for 82 Westgarth St. embraced the ‘beyond first impressions’ concept with each section showing full page renders and images only to reveal a slide out information panel the user could then control.
BEYOND FIRST IMPRESSIONS : INFORMATION BALANCED WEBSITE
Local buyers responded to the authentic representation of 82 Westgarth, relating to the sustainable & sophisticated approach taken with the collateral & display suite. Locals felt there was a genuine affinity with the real Fitzroy.