Akin
A reflection of you
Project Overview
Theola was approached to reinterpret a large residential project that had already been taken to market under the name ‘Merivale Residences’ with underwhelming results. On paper, the architecture was impressive, the location superb and the amenity smart and considered, but the brand identity was cluttered, derivative and polarising.
The existing name, ‘Merivale Residences’, based on its street location, aged the development and reduced its appeal to the young professional ‘Metrotech’ audience we knew would make up the majority of our audience. The bones and physique of a great development needed a bespoke suit that would showcase and highlight its inherent characteristics.
Project Brief
Reinterpret, reformat and reinvent ‘Merivale Residences’ in such a way that our audiences would be motivated to action. We were commissioned to sell more than just 138 apartments – but rather a vision, a brand, a lifestyle.
Innovation
The ideal home is one that enables you to be the very best version of yourself. That surrounds you with all your favourite things. It is a mirror of who you are and what you want most in life. It allows you to do all the things that you most enjoy, that make life fulfilling. It is the perfect reflection of both your present and your future self. The brand identity and associated collateral needed to paint a picture of a future-forward tower within a rapidly evolving, incredibly vibrant suburb with a desirable city-side location.
Design Challenge
South Brisbane is one of the fastest developing areas in Brisbane, with a swathe of property developers flooding the market with off-the-plan apartments. This new identity had to stand-out in a crowd of sameness. We renamed the development ‘Akin’ – meaning ‘similar or having the same properties.’ - which allowed us to make the focus of the apartment tower singular, about the buyers, their wants, needs and dreams. We positioned Akin as ‘A mirror of who you are and what you want.’
Effectiveness
The beautiful, benefit-led identity, and tactile larger than life & visually delightful broadsheet brand brochure in a fine paper grade along with a carefully considered and executed sales suite has resulted in over 85% of the 138 apartments being snapped up within five months of the launch. Construction has commenced and stage two – selling the premium apartments on the higher levels – has now begun, with sales tracking exceptionally well.
