Crafted Composure

Challenge

A modern expression of Sydney sophistication, The Archwood’s refined curves, clean lines and timeless interiors have been crafted by DKO, one of Australia’s leading architectural firms.

Hoyne were engaged to position The Archwood Residences as a contemporary and exclusive designer product for a success-driven audience. The brand and campaign needed to drive significant ROI and display suite conversions and achieve a premium price-point.

Approach

Hoyne identified and targeted the motivations and luxury expectations of the target audience. Based on the architectural vision of a contemporary interpretation of prestigious upper north shore living we established a positioning around ‘sanctuary living for elite families’.

The approach draws on the classic principles of luxury – timeless, sophisticated and understated. The brand is imbued with refined qualities and attention to detail to reflect the impeccable standards of high achievers. The language is pared back with a less is more approach. Imagery focuses on conveying a sense of space and calm as well as crafted detail and sublime family and social moments.

The hero video plays an important role, telling the story of the team of craftspeople behind the development and emphasising the design’s attention to detail.

Results

The project launched to market in July 2020, during in the midst of the COVID-19 pandemic, yet still managed to achieve strong sales.