Clyde St is the debut project from independent property developer Gestalt. A thoughtfully considered collection of 11 large-scale townhouses and three apartments in a desirable location, on paper this was a compelling offer. However, with plenty of competition and a challenging market, reaching and engaging the right audiences required cut through creativity and strategic execution. JAC AND was engaged as the creative partner for the campaign’s strategy, design and end-to-end delivery.
ON BRAND, IN TUNE.
In creating the campaign for Clyde St, we drew inspiration from a key ethos of the project’s developer Gestalt: 'design for how people live.' The concept informed our approach, with messaging, photography, material selection and art direction combining to craft a tranquil, human tone. It also helped link Clyde St with the Gestalt brand, creating cohesion and consistency between the project and the developer behind it.
GREATER THAN THE SUM.
To tell the story of Clyde Street and the people behind it, JAC AND assembled a custom team drawn from our network of creative collaborators. Through close collaboration with a collective of skilled writers, photographers, videographers, environmental designers and printers, each element of the campaign, from the words we used, to the stocks we chose, was carefully conceived, crafted and executed by specialists in their own fields.
A CELEBRATION OF COLLABORATION.
Working on the Clyde St development was a carefully selected group of architects, sustainability consultants and landscape designers. When developing the campaign strategy, the decision was made to celebrate their role in the project by featuring their profiles, highlighting their contribution and conducting interviews that told their story and perspectives. This approach allowed us to underline Gestalt's commitment to recognising the different roles and expertise essential to delivering a final product of lasting quality.
"For me a big part of it is understanding that a development doesn't just happen because of the developer, it happens because of the team. Giving credit to all the people who are involved along the way in all those different stages is about showing that this couldn't have happened without them."
The Clyde St campaign blended form and function with all design decisions informed by project requirements, business objectives and performance targets. We collaborated closely with the architects, real estate agents and other suppliers, helping them create and communicate what they needed to, while ensuring consistent branding and a commitment to high design standards throughout.
START AS YOU MEAN TO GO ON.
As Gestalt's first property project, the Clyde St campaign was used to lay the groundwork for branding and marketing forthcoming developments. The identity system and toolkit of marketing and advertising assets were designed and built to allow certain elements to be integrated into future campaigns. Investing in this strategic approach built a solid foundation and robust infrastructure, saving significant amounts of time and energy in the process.
"It wasn’t just thinking about how we launch this project, it was about what we do to get everything set up so that when we launch new projects there's half the amount of work we need to do a second time around."