The Dock Apartments

About

The Dock is a new block of boutique apartments for lease in the heart of Elwood.

Project Link
Category
Property
Client
Projex Properties
Release
January 2020

About Project

The Dock is the name of the new contemporary boutique apartments developed to lease by property Group PRJX Properties in the bayside suburb of Elwood.

The Brief

The target market for the apartments are professionals between the ages of 25 and 45. The developer wanted to create an address "The place to live" that the above demographic would be excited and proud to reside at The Dock Apartments. Given the location 500m from Ormond road, the developer wanted to emphases the building's convenience as a point of difference, as well as create a community hub within the building. We decided to use this as the anchor point of our campaign.

Solution

We created a strategy using three crucial phases:

1. Construction

We started with The Dock logo that would feature on the exterior of the building, and we incorporated strength and sophistication into the design by choosing to keep it simple as well compliment the facade of the building. Using the name 'The Dock’ as a logo, we created a typeface specifically for the project. As part of the exterior graphics, we designed banners with 3D render Images and signage for the hoarding surrounding the construction site while the building was getting built. Internally we used a similar strategy by adapting different design elements for the apartment numbers and lift artworks creating a continuity and ambience.

2. Completion

This part of our strategy was carefully considered, we worked together with the real-estate leasing team to create a website for ‘The Dock' so that residents could use as a resource hub and access emergency numbers, relevant building information and keep up to date with the local community.

3. Handover

For this phase, our team created branded welcome packs for each tenant that included, Welcome Letter, document with useful local information about Elwood,  terms and conditions of their lease, branded bookmark with local traders discount vouchers, branded umbrella, and note pad with pen.

Impact

Understanding the project in-depth the team at CasperStudio worked to create and format a branding and marketing campaign that would achieve the desired outcome. First to lease all 12 boutique apartments in a month after construction has completed and second to lease the apartments to the targeted market, 25-45 y/o professionals. Both have conquered and achieved in less than a month after construction finished!

Casper's Clients

Layla Prates
"Professional, cool and affordable for my small business. More than happy with the final result of our partnership. Casper is my to go Design & Photography studio!"
Stefanie Turner
“The team at Casper & Casper go above and beyond to deliver excellent service. I've had nothing but wonderful experiences with this expert team. Highly recommend!”
Jake Sugar
"...Leading up to my first Art exhibition the support was phenomenal, they believed in me and the time and effort they put in their work portrayed exactly that.
Through the whole visual campaign, the meetings, the branding, the ideas, the symbols, the colours, the designs, the posters, the bookmarks, the t-shirts, the write ups, the photographs, updating my website everything they touched was on effing point! Pure gold..."
Sarah Petropoulos
“From the second I met the director Maria and from the moment I got to know Emma, Leyton and the other team members I knew I was in the right place. I felt at home. It’s rare to feel and immediately have that connection with people but what can I say the vision, the passion, the energy, the vibes, the effort was there from the get go, we set out goals and we smashed them”

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