Perfectly executed luxury

Challenge 

The Isles is a collection of 9 luxury apartments by MADE Property, located in the Sydney suburb of Drummoyne. The waterfront development has a quiet neighbourhood beach at the bottom of the garden with direct water access, a jetty and planned slipway. Designed by celebrated Sydney studio SJB Architects, The Isles is set back from the street and landscaped for privacy and the spacious individual residences all have balconies and water views.

MADE approached Hoyne to create a place brand and marketing materials for the development which would capture and bring to life the cosmopolitan side of harbour living.

Approach 

The creative approach is based on the ideas of ‘space to play’. This references not only the size of the product and beach access but also the target audience’s life stage and the product’s design which makes it an ideal space for entertaining. 

To capture the sense of space and relaxation, while reflecting the beachfront locale, we tapped into the islands (Cockatoo, Snapper and Spectacle) that make up the view. This was the inspiration for the name – The Isles. We used island life palettes and gradients that captured the tonality of the sky and sea at dawn, day, dusk and night. These colours paired with clean bold type adds a contemporary feel, complimenting the design of the property. Colours were paired with plenty of white space to reinforce the spaciousness of the apartments. We also developed a suite of icons that injected a sense of play and relaxation into high-end print and digital collateral. 

Project deliverables included: a brochure, a sales book, an eDM nurture campaign, a direct mailer, an ROI Site and a full website. 

Results 

The Isles launched the market in August 2020 and within weeks three apartments had sold, for a price point of more than $5 million each; the penthouse sold for just over $9 million, setting a new record for Drummoyne.