Herald Living — Phase 2

Client: CBUS Property

Phase 1 of the Herald Living campaign was highly successful and after a year on the market CBUS wanted to refresh the campaign. Phase 1 had succeeded in selling all of the high-end apartments in the development. The remaining apartments were smaller and would appeal to the young professional market.

Our brief was to appeal to this market in the new campaign. We developed a fresh, vibrant, colourful approach that maintained a strong link with the original campaign through its sophisticated minimalism.

The campaign spanned print, advertising, on-site and online.

Herald Living — Phase 1

Client: CBUS Property

Herald Living, an exclusive property development by CBUS Property was designed to breathe new life into the iconic former Herald and Weekly Times building in Flinders Street, Melbourne.

This iconic development required a brand that was simple and paid homage to the rich history of the buidling. The development was unique not only in its vast history but also its architectural structure and glorious five metre high ceilings.

We developed an approach influenced by the expansive space. The white space and minimal text spoke of “space to breathe, space to create, space to grow' and was applied to print collateral in a a subtle spot varnish.

The development was still in planning when we developed these marketing tools and required a strong pictorial outcome to emulate our message of ‘space'. Our photographic treatment was fresh and inviting whilst constantly referencing the message. A fusion of classsic and contemporary design was in synergy with the architect's (Hassell) design.