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 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.
We created a strategy using three crucial phases:
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.
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.
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.
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!