97 Mathoura Road
Toorak
Developed by Moda
Architecture and interior design by Carr
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Seven single-level luxury residences, designed to appeal to the most discerning Toorak buyer
Consisting of only seven luxurious residences over three levels, 97 Mathoura Road boasts one of Australia’s most revered and celebrated architects, Carr. The design integrity and clever use of hand-crafted materials throughout the residences are of the highest order — a level rarely seen in Australia.
Demonstrating where value lies is a core component of our work, and with the level of architectural excellence on display at Mathoura Road, it required total immersion by the Assembly team. Extensive research and exhaustive documentation ensured buyers were well informed of every exquisite detail.
The ‘artistry of architecture’
A simple yet evocative phrase, it served to positively influence all collateral and campaign materials.
Beautiful artist’s impressions, jointly art directed by Assembly and Carr, led the way in capturing the impressively spacious interiors and design minimalism. Bespoke case-bound feature brochures showcased the homes in all their beauty, but we didn’t stop there. From cross ventilation strategies, modern interpretations of classic winter gardens through to hand-made bricks and custom routing of Italian marble, we highlighted the stories behind Mathoura Road in a secondary ’study’ booklet, further demonstrating all-important detail for prospective owner-occupiers.
Insight
Developer Brand
vs Project Brand
It’s can be a dilemma for many developers to decide whether to market a property under their ‘developer’ brand or create a new standalone ‘project’ brand. Both pathways present unique challenges and opportunities. For Moda, their owner-occupiers goal of building a loyal following was the catalyst for change — moving away from a standalone model in 2016. A long-term strategy and multi-year implementation plan by Assembly lays out the pathway to effectively market each project as it arises, whilst simultaneously building long-term brand equity in the Moda brand.
Production of the marketing collateral was influenced by a desire to reflect the substance and attention to detail of the residences. Beginning with the monolithic exterior of the marketing kit, it revealed a hand-made leather wrapped tray cradling two brochures within.
Blind embossing, silver foiling and case-binding accentuated the feature brochure whilst the subtle exposed stitching of the accompanying study booklet was a nod to the genuine craftsmanship on offer throughout the project.
Work completed
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End-to-end; brand strategy, naming, identity, website design and development, hoarding, print collateral, digital and print lead-generation campaign