Stockland Arve
Responding to a growing housing consumer demand for inner-city, medium density living, Stockland constructed its first standalone townhouse project, Arve, located in the eastern suburb of Ivanhoe – one of Melbourne's most exclusive and desirable locations. Arve featured 81 architecturally-designed premium townhomes just 12km from Melbourne's CBD.
The Solution
We built the entire brand and communications strategy from the ground up, including naming, identity, brand positioning, messaging, and the visual design of all collateral and marketing – ultimately creating Arve.
Carefully curating Stockland’s core visual assets, we identified where they could flex to communicate the premium modernity of the offering. We focused on meticulously styled imagery to support the brand elements, whether lifestyle, studio or location, with attention given to every aspect of colour, texture and subject to ensure consistency across all touchpoints. This attention to detail extended to a signature brochure, the primary sales tool, resulting in a high-specification luxury piece that reflected the creative positioning: Designed for a Richer Life.
Within eight weeks of launch, all 81 units were sold.
Signature Brochure
The production of the brochure combined three premium paper stocks with hand-sewn machine binding. The sheets were selected to showcase a combination of commissioned photography including a specially curated photo shoot that presented the interior finishes in a way never seen before from Stockland.
The double cover was foiled with gunmetal and silver logos and a small-sized inner brochure featured investor information to contrast with the main content that focused more on the lifestyle opportunities and design-centric liveability of the Arve offering.
Completed at Designworks
Client: Stockland
Credits
Design: Kasia Wydrowski, Abi Singmin, Daniel Ioannou
Photography: Anna Pogossova, Brook James
Production: Chris Hemmings