Naming, branding and campaign for an iconic South Melbourne property development.

Initially the entire project was going to be called R.Iconic, but given the upgraded offer, the second tower required a standalone name.

The name ‘R.Evolution’ speaks to the relationship between the two towers, and provides a platform to communicate the evolved and elevated offer to the market.

A campaign across all channels

As the first project to be rolled out following the new R.Corporation masterbrand, the R.Evolution marketing campaign presents as a clear consistent and differentiated offer across a huge variety of touchpoints, both physical and digital.

The marketing language leverages clever, direct and impactful headlines, echoing the ‘Everything Considered’ ethos of R.Corporation, intentionally steering clear of the expected luxury-focus that is typical for residential real estate developments.

A series of videos highlighting various aspects of the offer were created with CCMM. The first of these, ‘Views Considered,’ celebrates the drama and spectacle of views across the bay.

With R.Iconic already built, we commissioned lifestyle photography by Damien Bennett to showcase the existing amenity, expanding on and complementing 3D renders.

Everything on Display

The display suite was a chance to further emphasise R.Corporation’s ‘Everything Considered’ ethos. Working closely with Plus Studio, we co-authored a display suite that features two dramatically oversized LED screens used by sales agents to show floorplans, project renders and campaign videos to prospective buyers.

Articulating the product offering

The product mix at R.Evolution is a combination of 1, 2 and 3 Bedroom Apartments, Garden Apartments by Paul Bangay, Townhouses and Sub Penthouses. Distinct colour schemes help differentiate this broad offering.

A considered digital customer experience

R.Evolution is the first project to feature on the newly developed company website.

The R.Evolution portion of the site features bespoke functionality including 360° interactive views, scroll-triggered animation and integrated video to present an immersive customer experience.