Cirrus
High above it all
Project Overview
Property development, and marketing, is always an exercise in detail. When creating a successful product to drive desire and preference over competing properties, there’s no room for cutting corners. Everything has to be perfect: from the developer’s profile and reputation to the choice of site, neighbour engagement, architectural and interior design, to the renders that will bring the project vividly to life and enable potential buyers to visualise the development and help them fall in love with what might be their new home. Birch Development’s project had everything going for it, but their previous design studio ‘missed the mark’ with naming and the branding didn’t reflect the superb opportunity the development represented. Theola was asked to reframe and rebrand the project to reach pre-commitment.
Project Brief
The project had been in market for 6 months under the name ‘Domus’ (Latin for home) without any pre-commitment sales. Some of the renders were good, but more were needed. From our perspective, the project was a ‘start-over’. We began again with a clean sheet, starting with strategy & positioning, then exploring naming and then on to taking the approved direction through to identity, branding, display suite creation, and a full suite of sales collateral and digital marketing.
Innovation
Birch Developments needed an engaging brand identity to differentiate their project in a crowded competitive property landscape. The architecture and interiors were well-proportioned and beautifully designed, with a focus on natural light and superb views. Unfortunately, the old identity was all people could see – it was overshadowing a project that deserved to be seen, evaluated from a new perspective and then appreciated for all of its intrinsic merits.
Design Challenge
We renamed the project - a boutique development of just 20 apartments high above the city at Spring Hill - Cirrus, after the highest and rarest cloud formations in the sky. The Theola team created a refined, contemporary identity with multiple layers (much like passing through a blanket of cloud to be greeted by blue skies and the sun above) that delivered on the brand promise of ‘city living elevated to an artform’ underpinned by the positioning ‘High above it all’.
Effectiveness
Theola completed the rebrand in January 2021 and the project was relaunched as Cirrus in the middle of March 2021. In just over a month, 7 residences had sold. The project is now sold out and currently under construction.
