Clarion is a unique development in a new emerging suburb in South Sydney, with 18 high level design, three bedroom penthouse style apartments. The surrounding area is growing out of it’s industrial roots to become a new creative enclave and home to many of Sydney’s artisans and designers. Our job was to capture the audience of the area — discerning, design lead, ahead of the curve and looking to be at the heart of the creative energy of the city.
The campaign brand was an intuitive response to the perceived audience, intelligent and sophisticated in tone. The building itself featured an uncompromising scalloped concrete facade which was a cue for many of the design elements, the interiors seamlessly flowed from inside to outside with private courtyards, the headline typography mimicked this with internal line work that passed seamlessly across images into white space.
The campaign was launched in March with immediate sales.