When it comes to selling property in Sydney’s harbour suburbs, it’s pretty easy to lean into the iconic water views. So how do you stand out when your project is the only one in a jampacked market NOT overlooking the harbour?
This was our strategic and creative challenge for Central Element’s new residential building in the Neutral Bay village heart. With architecturally-designed apartments that draw from grand Italian homes, the vision for this development was to inspire a renaissance for Neutral Bay living. Hence the name Pienza – after the hilltop Tuscan village and UNESCO heritage site where Renaissance town-planning concepts were first built.
Working closely with Central Element, we were able to push the boundaries in creating a brand identity and marketing campaign that was equal parts timeless sophistication and cutting-edge energy. I ensured our tone of voice and narrative reflected this artful nature across every touchpoint, with indulgent headlines and a brochure that read more like a luxury fashion magazine.
From concept to rollout, Pienza is one of my favourite projects – and the $7 million sale for a 3-bedder (a new price record for the area) shows I’m not the only one who loves it.
Studio: Hoyne
Awards: Silver in ‘Identity and Branding – Property’ , Sydney Design Awards 2022; finalist for Excellence in Marketing Innovation, The Urban Developer Awards 2022; finalist for Excellence in Marketing, UDIA NSW Crown Group Awards 2022; Gold in ‘Print - Real Estate’, Graphis Poster Annual 2023