New Ormond
Setting the New Standard
New Ormond
Setting the New Standard
Challenge
Self-titled were commissioned by property developer Sloane to name, brand and market seven townhouses located in Ormond, Melbourne.
The target market were predominantly design-savvy inner-city owners/renters moving further out to gain a home with more space, access to parks and great schools.
We identified a key pain point for this group was a fear that moving to a suburban location would mean giving up the restaurants, bars and cafés they frequent. Our challenge was to demonstrate that a design centric, culturally rich lifestyle was achievable in Ormond.
Solution
Based around the brand idea of ‘Cool Suburbia’, the name New Ormond is a reflection on the area – a historic Melbourne suburb that is experiencing rapid regeneration.
Drawing on classic design cues, the visual identity is clean, refined and self-assured. The language based on ‘new’ is an invitation to reconsider what you think you know about suburban living.
With the help of stylist Ruth Welsby, the renders by Binyan Studios give a relaxed, lived-in feel, whilst appealing to the design savviness of the target audience.
Local area photography by Dan Mahon
Folio photography by Andrew Curtis
“Self-titled had a thoughtful and considered approach to my project from the outset and showed the patience and creativity to deliver well beyond the brief.”
