Project Review
The Design
Series
Client: The Design Series
Industry: Property Development / Real Estate
Scope: Branding, Logo Design, EDM Design, Social Media, Advertising, Sales Brochure, Site Hoarding Signage
Deliverables: Brand Identity, Logo, Email Marketing Assets, Social Media Ad Design, Sales Brochure, Site Hoarding Signage
Timeline: 2-3 weeks
OVERVIEW:
The Design Series is a rebrand created for 24 luxurious residences in the leafy Glen Iris neighbourhood of Melbourne. The project was strategically developed to drive property sales and attract the ideal buyers, aligning with the high-end, design-led architecture of the development.
The refreshed brand identity reflects the artistic architectural character of the residences while creating a strong visual impact across all marketing and on-site materials. The new branding was applied across multiple touchpoints including digital channels, print collateral, and site hoarding signage to ensure consistency and visibility throughout every stage of the buyer journey.
This cohesive and visually powerful brand system played a key role in generating excitement, enhancing the project’s prestige, and supporting the sale of the remaining units off-plan. The result was an elevated and impactful brand that resonated with discerning buyers and helped achieve a successful sell-out.
The Challenge
Rebranding to Drive Property Sales.
The existing branding lacked the sophistication and visual strength to attract high-end buyers. The client required a complete rebrand that reflected the architectural artistry and premium lifestyle offered by the development, while also delivering a strong visual presence both online and on-site.
CLIENT GOAL:
To create a refined, design-led brand identity that communicated exclusivity, sophistication, and quality across all materials, including marketing campaigns and site hoarding signage, to inspire buyer confidence and drive off-plan sales.
The Approach
Strategic, Design-Led Branding.
DISCOVERY:
We began with a detailed market analysis, exploring the target demographic, architectural vision, and competitive landscape within Melbourne’s luxury property market. Insights from this research informed a branding approach rooted in design excellence and aspirational living.
EXPLORATION:
We explored elegant and architectural visual directions that would capture the sophistication of the residences. Focus was placed on clean typography, refined layouts, and architectural form, balanced with a soft, contemporary aesthetic that appealed to design-conscious buyers.
REFINEMENT:
The final identity was applied across a comprehensive brand system, including:
Logo Design: A modern logotype inspired by structure, form, and minimalism.
Site Hoarding Signage: Large-format designs positioned to create impact, attract attention, and communicate the development’s luxury status to passers-by.
EDM Campaigns: Elegant, conversion-focused emails to promote the development and generate qualified leads.
Social Media Ads: Visually engaging assets to boost awareness and drive enquiries.
Sales Brochure: A sophisticated brochure showcasing architectural details, floor plans, and premium finishes.
This multi-channel rollout ensured a seamless, recognisable presence from online marketing to the physical site itself.
The Outcome
A Rebrand that Drove Sales Success.
The rebrand for The Design Series delivered exceptional results across both visual presence and sales performance. The unified brand identity helped build trust, attract ideal buyers, and increase demand, with the site hoarding signage acting as a powerful physical marketing tool to generate on-site interest and visibility.
RESULTS:
The strong, design-led identity successfully positioned the development within Melbourne’s competitive luxury market, leading to a complete sell-out of the remaining units off-plan.
Industry Insight
Why Branding Matters in Property Development.
In luxury property marketing, branding is integral to sales success. A consistent, design-led identity carried through from digital campaigns to on-site hoarding communicates craftsmanship, trust, and prestige. The Design Series demonstrates how architectural branding and cohesive storytelling can elevate a project’s perceived value, resonate with the right audience, and deliver tangible sales outcomes.