With a target market focused on young urban owner-occupiers attracted to the village lifestyle of Crows Nest, Urban Residences needed a dynamic and energetic campaign that would stand out in a crowded market. Inspired by the idea of ‘Pedestrian-Shed’ diagrams and the amenity available in a immediate radius, a interconnected monogram inside a circle was created. The Didone typography used in the monogram was extended to create a typographical execution to work as a secondary brand element.
The campaign was highly successful with over 70% of stock selling out in the first two weeks.
Designed at Rare Identity
Creative Director: Peter Howie
Art Director: Lauren Liniere