Anchor Place
A place for everything
Anchor Place
A place for everything
Challenge
Bensons Property Group had acquired a key site, set back from Prahran’s famous shopping and hospitality strip, Chapel Street. The architectural design by Fender Katsalidis provides 37 one & two bedroom apartments.
Anchor Place delivers affordable apartments aimed at younger buyers and investors. Being compact, these spaces have been cleverly designed to allow for multiple uses – with reconfigurable modular shelving, desks hidden in cupboards and built-in joinery.
A Place Where Form Follows Function
The name – Anchor Place – not only literally located the development through its physical address, but also provided the opportunity for language extension.
Rather than creating a set logo, the name is integrated throughout a modular system of key messages with an animated AP monogram creating a dynamic shorthand.
A Place To Be Yourself
The renders show off the restrained, fresh and natural interior palette and highlight the modularity of spaces.
To add a human element and to show how the spaces come to life, we commissioned photography of a model which matched the lighting and angles of the renders and retouched these into the artist impressions.
A Place Where Everything Comes Together
We commissioned Lynton Crabb to photograph Prahran, capturing the colour of Prahran Market, the buzz of Chapel Street, dining experiences along Greville Street and the expansive surrounding parks.
An integrated campaign was expressed across marketing brochures, website, print and digital advertising, Electronic Direct Mail and social media.
A Place for Ongoing Growth
With the price point targeting entry level owner occupiers and investors, Anchor Place provides a unique investment opportunity based on Prahran’s high rental demand and the sites enviable location. With the campaign having recently launched interest has been high.
Local area photography and videography by Lynton Crabb
Folio photography by Andrew Curtis
“Brilliant strategic thinking, resulting in differentiated branding and collateral development. Self-titled perfectly defined the offering for audiences in a clear, concise way, helping us achieve an excellent sales outcome.”
