Cushman & Wakefield 671 Chapel Street

671 Chapel Street

Cushman & Wakefield

Brief
Red Crayon was appointed by Cushman & Wakefield to develop the property identify and accompanying Information Memorandum to capture the essence of South Yarra’s last remaining development site – 671 Chapel Street.

Solution
South Yarra has been identified as Melbourne’s most liveable suburb. With new riverside developments, mansions, and modern apartments, Red Crayon created a contemporary monochrome design featuring a premium gold finish throughout to portray the premium asset location within this high-end suburb. The minimal design captured the sites endless possibilities..

Inspiration was sourced from surrounding frontages, with lifestyle imagery at the forefront of the design to truly portray the elite Melbourne suburb and its glorious intricacies. With elegant typefaces and metallic hues, the Information Memorandum truly represents the iconic asset on offer.

Services
Branding & Collateral Design

Colliers International 530 Collins Street

 

 

530 Collins Street

Colliers International

Brief
Through a joint venture of Colliers International and The GPT Group, Red Crayon was engaged to design assets for an iconic Melbourne CBD location; 530 Collins Street. Situated in a leading business and connectivity hotspot in Melbourne, the Information Memorandum and A5 flyer celebrates 530 Collins Streets first class premium business suites, and its idyllic transformation into a modern workspace, in the heart of Melbourne’s corporate precinct.

Solution
A landmark office tower situated within Melbourne’s CBD, 530 Collins is undergoing significant transformation, to echo a true sense of architectural modernity and class within Melbourne’s business culture. With this in mind, Red Crayon designed a unique, minerals based concept, portraying the building through a sophisticated, innovative and dynamic execution.

Design influence was taken from the refurbished textures, structures and hues of the suites. The colour palette is earthy, with bespoke abstract typography to frame content, allowing the building renders to visually reinforce the interior transformation, sophistication and innovation of this asset.

Services
Collateral Design

Cushman & Wakefield 420 St Kilda Road

420 St Kilda Road

Cushman & Wakefield

Brief
Cushman & Wakefield engaged Red Crayon to create a suite of sales assets to showcase the recently renovated 420 St. Kilda Road, Melbourne building to potential investors. Cushman & Wakefield asked that the key piece, the bespoke Information Memorandum be inspired by the building’s newly renovated fit out, the asset now had much more to offer.

Solution
420 St. Kilda Road, is a premier building in a prime location boasting a true sense of style with the sophistication expected from an asset of this caliber. With this in mind Red Crayon designed a unique concept, representing the asset in a sophisticated, modern and clean medium.

Influence was taken from the materials, shapes and structure of the buildings refurbishment and implemented throughout the bespoke design. The colour palette is restrained; the typographic treatment modern and considered with ample ‘white space’ allowing the building images to take centre stage and visually reinforce the sophistication of this asset.

The minimalistic cover utilises the shapes and abstract applications of the buildings exterior while the gold foil accents and premium finishes reinforce the superior asset that is on offer.

Services
Branding & Collateral Design

Colliers International 173 Burke Road

173 Burke Road

Colliers International

Brief
Colliers International, alongside Alexander Robertson, appointed Red Crayon to capture Glen Iris’ iconic commercial property 173 Burke Road in a suite of sale assets. The assets took inspiration from the building’s iconic exterior architecture, its close proximity to Melbourne’s CBD and the premium surrounding amenities.

Solution
Boasting the essence of Glen Iris and its sophisticated surrounds, 173 Burke Road is one of metropolitan Melbourne’s most iconic office buildings within a prime location. Red Crayon created a unique and bespoke design, capturing the building in a contemporary light, yet pays homage to its timeless architectural significance.

The contemporary front cover heroes the 173 Burke Road building branding created by Red Crayon, inspired by the linear shapes and applications of the buildings frontage. The colour palette is contemporary, and supported by minimalistic typographic treatment. There was considered use of angular shapes to represent the buildings architecture, to frame the heroed lifestyle and building imagery.

To support the printed assets Red Crayon filmed from ground and via drone to capture key content which was then edited to showcase the asset in a highly consumable and visually diverse manor, arming the agents with a sales tool which was posted on social channels and shared via digital platforms.

Services
Branding, Information Memorandum & Videography

Realestate View Brand Campaign, TVC, Online Ads & Outdoor

Brand Campaign, TVC, Online Ads & Outdoor

RealEstate View

Brief
Realestateview.com.au came to us with an ambitious plan to penetrate the Tasmanian market. The challenge; how do we differentiate ourselves in a market that is heavily dominated by the two major competitors? What is our value proposition and how do we communicate that in a clever and engaging way?

Solution
A round table collaborative approach was taken to help identify the brand identity and devise a strong brand campaign message in sympathy with the brand voice and virtues.

The “ Complete your property view “ campaign was developed and rolled out across a myriad of assets including TVC, outdoor, press and digital ads. The concept centers on the notion that whether you are buying, selling or renting; to ensure a complete view of the property market you must consider the Realestatview.com.au offering. The messaging is twofold, with a cheeky nod to the overarching brand and also referencing the competitors in comparative fashion.

Result
The campaign was extremely well received and embraced by the client. The Tasmanian market has responded markedly well and the campaign has been further bolstered by sponsorship of major Tasmanian events like the Hobart Cup. We are now looking at how we can extend this campaign for the Victorian market to continue the growth and expansion of the realestateview.com.au business.

Services
Campaign Strategy, Campaign Creative.

Hobart International Airport – STRATEGY, POSITIONING & CAMPAIGNING

ParkingPlus STRATEGY, POSITIONING & CAMPAIGNING

HOBART INTERNATIONAL AIRPORT

Brief
The brief was simple; how do we improve airport parking perception and performance. Many people don’t park at the airport because it is negatively perceived in market as expensive and inconvenient.

Solution
We want to disrupt the perception that airport parking is costly and inconvenient. We needed to intercept strong negative emotions towards cost, to do this we developed a car parking specific sub brand, ParkingPlus. The creation of an overarching car parking message with longevity that can be incorporated into smaller tactical campaigns throughout the year enables repetition, which yields a higher level of brand recall.

The ParkingPlus positioning is a value ad statement that takes the conversation away from just cost. We used emotive language and imagery to illustrate that it’s about more than just parking; it’s ParkingPlus. The ParkingPlus lock up is reminiscent of the master Hobart Airport brand with the introduction of a parking specific colour and destination pinpoint icon to create relevant visuals cues. We shot on location to capture emotive images for use in our ParkingPlus launch campaign that articulates the story of ParkingPlus and establishes the new positioning in market.

Result
A new and consistent identity for Hobart Airport’s parking offering has been achieved and well received. The ParkingPlus brand campaign launched in October across digital, radio, press and onsite signage. The results of this new positioning will become even more evident over the next 12 months as we continue our consistent reinforcement of the ParkingPlus messaging through all parking communications and campaigns.

Services
Brand Strategy, Branding, Campaign Creative, Content Creation, Media Planning & Buying.

Werribee rebrand

Werribee rebrand

Wyhndham City Council

Brief
Red Crayon was engaged by Wyndham City Council to brand the Werribee City Centre and devise a three-year strategy for the marketing of the centre.

Solution
The outcome was a bold and contemporary identity. Channeling street signage found within the centre itself, the mark is a strong, eye-catching visual that is flexible across a wide range of applications. Built around a simple modular system, each individual element can be separated from the overall mark and stand alone to create an interesting and engaging visual language for the brand. A vivid colour palette of teal and black separates the brand from the predictability of similar city centre branding, for an aesthetic that is fresh and progressive – a mark that is distinctly Werribee City Centre.

 

Result
The Werribee City Centre identity was immediately adopted by store owners and locals, they finally had a brand that represented who they are – a diverse, vibrant and progressive community.

Services
Brand Strategy, Branding & Marketing Strategy.

Bakers Delight Kick Start Franchise Re-Launch

Kick Start Franchise Re-Launch

Bakers Delight

Brief
Bakers Delight runs two streams of Franchise recruitment, one external, the other internal. Whilst external recruitment tends to receive more love, it was identified that conversions of internal leads proved more plentiful. As such the internal franchise model and collateral needed a solid strategic approach and visual refresh.

Solution

Red Crayon is engaged ongoing as the custodians of the internal recruitment process for Bakers Delight, Kick Start. Red Crayon reworked all of the Kick Start communications, from rebranding to a fresh visual language though to copy writing, photography, storytelling, videography, design and rollout.

By showcasing Kick Start graduates through storytelling of their experiences, prospective students are able to gain insights of what the program involves and the successes that can be achieved. This was communicated via short films of graduates in their own bakeries, information booklets, EDMs, information nights and pathway collateral.

A simple yet powerfully engaging strategy, which has proven to be the perfect recipe!

Result

The Kick Start program has seen bolstered enquiry and conversion since re-launching with this new strategy and refreshed visual style.

Bicycle Network Brand Refresh

Brand Refresh

Bicycle Network

Brief
Bicycle Network is a charity, one of the largest cycling membership organisations in the world, whose mission is to have ‘ More People Cycling More Often ’. Red Crayon was engaged to reinvigorate the master ‘Bicycle Network’ brand along with the six core annual events created and run by the charity.

Solution
Through internal ThinkTanks, user testing and customer perception it was defined that the Bicycle Network brand mark held valuable equity, it was however perceived as being tired and dated. As such, Red Crayon reinvigorated the brand mark with a modern and strong type face, subtle icon reconfiguration and refinement. The biggest task was redefining that core annual events from a house of brands to a branded house. A consistent style, tone and appearance were pivotal in consolidating the events into an instantly recognisable Bicycle Network event. This was achieved through a master typeface and template guidelines for image treatment and application, along with supporting elements. In order to ensure each event could still maintain a sense of identity a core colour was allocated to each event.

Result
The updated brand and core annual events refresh was exceptionally received, both internally and externally. It allowed the Bicycle Network internal team to seamlessly rollout event collateral and communications whilst also giving participants a fresh and revived event and brand experience.

Services
Brand Strategy & Branding.

Lauriston Girls’ School Howqua Brand Redevelopment & Advertising Campaigns

HOWQUA BRAND REDEVELOPMENT & ADVERTISING CAMPAIGNS

Lauriston Girls’ School

Brief
Every year the Lauriston’s Year 9 students participate in the Howqua program situated in the Howqua Valley in Victoria’s high country. For one year, students enjoy two homes, living on-campus at Howqua for regular periods studying a full academic curriculum, participating in a unique pastoral and outdoor program and enjoying regular visits home.

Enrolments for Howqua were in decline and the Howqua experience was even seen as a negative by some of the Lauriston community. Our job was to change this perception and illustrate to current and prospective families just how amazing the Howqua experience is.

Solution
Red Crayon aimed to change this negative perception by creating an invigorating and motivational brand to best represent the true potential of the Howqua year. This new brand was launched with a targeted campaign aimed to boost enrolments.

The campaign was also supported (and given credibility) by Howqua alumni brand-ambassadors who highlighted the powerful effect the Howqua experience had on them as young girls. Many of these memories are still treasured by the alumni today.

Result
Two years post the initial brand development and campaign exercise, the Howqua program is at full capacity.

Parents of newly enrolling girls’ also consider Lauriston Girls’ School specifically for its Howqua experience.

Services
Brand Strategy, Branding, Marketing Strategy, Content Creation & Video Production.

Lauriston Girls’ School Branding & Advertising



Advertising Campaign

Lauriston Girls’ School

Brief
The creative conceptualisation and development of a fresh new advertising campaign which targets each of the 4 key categories (Prepatory, Senior School, Howqua & Staff) and reflects the prestige reputation of the Lauriston brand. Each category was required to reflect its own personality so as to stand alone, but also work harmoniously together as a succinct campaign set.

Solution
With a key over-arching message portraying a school focused on excellence and adhering to Brand style, the following campaign concepts were devised.

Prepatory – Life Ready
This campaign demonstrates that a Lauriston girl’s dream, whatever that may be can become a reality with the right foundation & guidance – starting in pre-primary.

Senior School – Preparing you for jobs that don’t even exist yet.

Focusing on VCE & IB, an education at Lauriston is in-depth, progressive and diverse, giving students the opportunity to lead into ’new’ career pathways that may not be available through other schools.

Howqua – Made in Howqua
Following on from the re-brand of Howqua, this campaign demonstrates the journey of a series Howqua alumni, from being students to successful, strong, independent women.

Due to the success of the campaign, a continuation on the theme to hero the Lauriston staff and their achievements was undertaken, this time featuring a new set of staff.

Result
High visual presence in outdoor advertising resulted in a rise in enquiries and school tour bookings.

Services
Marketing Strategy, Campaign Strategy, Campaign Creative, Digital, Content Creation, Social Media, Collateral Design & Copywriting