Canterbury Hill
Writing a new
Canterbury Tale
Canterbury Hill
Writing a new
Canterbury Tale
Challenge
Self-titled were commissioned to name, brand and market a luxury apartment development situated on Canterbury Road, in Melbourne’s Surrey Hills.
Solution
Research showed that Surrey Hills and its highly desirable neighbour Canterbury had managed to retain an old world charm and English heritage, while continuing to thrive and progress with the times. The name not only drew upon the location but also the elevated position of the building.
Drawing reference from Chaucer, the strategy for the campaign was based on ‘Canterbury Tales’, with local personalities invited to share their stories and potential buyers given the chance to “Write your own Canterbury Tale”. The visual identity drew upon the colours of traditional Melbourne establishment, the typefaces of old England and a contemporary design sensibility.
Results
100% of apartments sold within three months of the project launch. Following the success of Canterbury Hill, the developer has acquired several new sites and is working with Self-titled to bring these to market.
Photography by Shara Henderson.
