Project Overview
Cleveland & Co was the redevelopment of an old art deco commercial building positioned on a noisy, dirty road in Redfern. Hoyne created a brand identity and marketing campaign with distinct personality for the 39 apartments on Cleveland Street. A set of dynamic posters that drew out the unique character of Redfern and Surry Hills, perforated the general property marketing noise that was ubiquitous in Surry Hills at the time.
Project Commissioner
Project Creator
Team
Designer: Matt Johnson/Andrew Hoyne
Copywriter: Jacquie Byron
Illustrator: Matt Johnson
Finished Artist: Leesa Morgan
Project Brief
Cornerstone Property Group was restoring two historic warehouses in Redfern, into one flagship residential and commercial development. Cleveland & Co consisted of 39 apartments that were one, two and three bedroom residences.
With a fascinating history that sprawled across two significant centuries, the redevelopment needed a brand and marketing camping that was equally as impressive. We knew we were on the wrong side of the tracks with Cleveland & Co so we decided to mix things up a little. “Live in Redfern and Surry Hills, the practical and spiritual homes of Cleveland and Co. respectively.” Our branding collateral showed off the best parts of both suburbs.
Project Innovation/Need
What was the big idea? Instead of the standard CGI images, we created a series of poster images that highlighted the various features of the building and the location. These were disruptive in the property market as being totally unique and they had huge impact in advertising press and other applications. They achieved massive standout, emphasized various unique assets like the rooftop, or benefits like the location, and created a premium position for the development.
Hoyne created a distinct personality for Cleveland & Co. The kind of personality you might see cruising down Cleveland Street, brogues shined to the nines, beard unkempt, hangover raging and unequivocally shameless. With great design credentials, we were able to position Cleveland & Co as a building with genuine personality that appealed to many in a vanilla saturated buyer’s market.
Design Challenge
The core challenge for this project was the location. The Cleveland Street address is technically in the suburb of ‘Redfern’ – a locale that tends to get a bad wrap for the housing commissions and resident rapscallions. Cleveland Street is also a busy, dangerous road so we had noise pollution and traffic to contend with. We called upon both Redfern and Surry Hills’ culture to enhance the position of this art deco redevelopment.
Effectiveness
ROI’s went through the roof and a huge cue of paid EOI’s lined up to buy. Achieving sell out within two hours this was a record price for Redfern and the area. Over 6000 people registered to purchase one of 40 apartments and many of them paid $10,000 in advance just to get an appointment with no guarantee. The branding and campaign generated significant buzz and the all apartments were sold within hours. To put that is perspective; the median price for property in this area is $9,600psm. Cleveland & Co sold for $15,800psm.
“Cleveland & Co is the project which has earned itself the reputation of a development which generated the highest enquiry from the lowest spend. Relative to the marketing initiatives, the 6000 enquiries represents a 400% increase on what we anticipate from a marketing campaign. Thanks to Hoyne, Cleveland & Co was the most successful brand and marketing for a CBRE project in 2014.” CBRE Residential Projects Managing Director David Milton.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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