Property Branding for Gasworks Residences
The Gasworks Residences is a luxury apartment building, with a retail and hospitality element on the ground floor and a frontage that directly address the iconic Gasometer. This was the second project TDD had entrusted to iCreate, following our dynamic and on-point creative for Tom Dooley’s first development in the precinct, Skyring.
Unlike many developers of apartment projects, TDD is focused solely on the owner-occupier market. This focus influences the architecture and interior design, with a deliberate emphasis on creating dwellings that are supremely liveable, with more space, an added multi-purpose room, larger balcony areas and more generous storage than the average apartment.
This focus also influences the creative approach. The collateral is imbued with an overall feeling of prestige, inviting prospects to imagine the project as a place to cultivate a superb and attractive lifestyle.
Capturing attention with copper and creativity
Our graphic design team had copper in mind from the start, for its richness and sense of quality. This matched perfectly the tone of the development.
Another guiding idea was to keep the logo text based, rather than including a separate icon. This would firmly distinguish the project from the logo we developed for Skyring.
The copper was matched with charcoal, another colour that has an air of premium quality, and one that showcases the hues of copper beautifully.
The lettering was created using a serif font treatment, with modifications to the “A” that add a sense of gateway, and a cross with a pivot in the centre of the “O” directly referenced the Gasometer structure.
The combination was entirely on trend, and expressed the client’s goals about how to represent and brand the project.
Digital wizardry delivering a dynamic new sales tool
iCreate’s primary goal is to help clients in the property sector achieve exceptional sales. For Tom Dooley Developments’ Gasworks Residences, we got to stretch the envelope of our digital expertise, with a custom-made app for the display centre that enables prospective buyers to be taken on an interactive virtual walk-through. It’s the kind of job we relish, applying out-of-the-box thinking and coding brilliance to enhance the toolkit available to project sales agents.
iCreate developed a range of collateral for the project
iCreate also developed a range of collateral for the project, with various treatments of the copper palette utilised.
They included a copper foiled logo on the front cover and metallic copper inks throughout the copy and graphic elements of the sales brochure our team designed and produced, as well as employing copper hues across the project website and specifying graded copper lettering for the development site hoardings.
It’s a very good example of how a few well-chosen elements, combined with artistic flair, can deliver a stunning result that is genuinely captivating and cut-through.