Challenge: Evidenced by dozens of cranes, trucks and forklifts, the Brisbane suburb of Hamilton is blossoming under an incredible urban renewal. SMART was tasked with the challenge of developing a name, creative suite and strategy for the newest, absolute waterfront release in Australand’s masterplanned Hamilton Reach community. We are immensely proud of the work we have completed to date on The Green Quarter, The Keelson and Atria, but to achieve cut through in a saturated market and highlight the sheer luxury of the release, we had to elevate the creative direction of the Hamilton Reach development to a new level of luxury.
The SMART Idea: SMART created the name Newport, inspired by the coastal Californian town, to instantly position the development as luxurious and waterfront.
The name was supported by a strong creative direction inspired by Newport’s connection with the river, also drawing upon the innovative architecture of the building. Soft curves mirrored the movement of the river and the rippling form of the building, and chic textures and a soft, poetic graphic tone were employed to reflect the unique and exclusive nature of the development.
From the intricate detail in the acrylic cut lettering in the sales display to the brochure’s embossed custom stock, all creative represented a casual elegance that is distinctly Newport.
Impact: Newport was officially launched on Wednesday 21 May 2014 and within days the release surpassed sales expectations with over $10 million worth of sales. Watch this space.
You can visit the sales display at MacArthur Road, Hamilton. It’s pretty spectacular, if we do say so ourselves.