Requirement

Turn a ‘one short block from the CBD, one short walk from Carlton’ geographical advantage into a compelling brand proposition and marketing campaign for a premium 193-apartment development.

Response

Define the brand essence as-‘a position of distinction’- and articulate this essence via name, The Eminence; through the heroic ‘E’ and flanking ‘Cs’ of our brand mark monogram; and with the vintage poster style illustrations we commissioned –the latter tapping into Carlton's European heritage, elevating the development above its rivals and their me-too model-centric, photographic clutter.

Result

35% of stock pre-sold in less than a month.