Requirement

Distil the incredible architecture, amenity and location of Beulah International’s flagship Melbourne CBD tower into a brand proposition with appeal to local and international audiences, alike.

Response

With just three words, we succeeded in naming and positioning the development— ‘Paragon: Experience Mastery’. The name signifying the height of excellence, with the positioning doubling as a thematic call – to – action. As well as reflecting both the sublime architecture of the Nonda Katsalidis – led design team from Fender Katsalidis Architects, and the lifestyle offered by the world’s most liveable city, as personified by culinary master, Adam D’Sylva, ‘Experience Mastery’ worked at a more granular level. Firstly as a reference to Paragon’s remarkable communal spaces—Australia’s first double height indoor forest among them—and secondly, as a tribute to the talent and craft applied in the building’s realisation.

Result

Expressed visually with elements referential to the building’s façade and a palette inspired by its communal interiors, our campaign helped Beulah sell 95% of Paragon’s 227 apartments within five days of launch.

Client Feedback

The result was far more than we had expected with 95% sold in just 4 days, particularly in the the current tough environment of the CBD.