MARK WEBSTER

Launched as the 'Future of Property Marketing' Colliers International changed the way commercial property was marketed in Australia.

With the positioning statement of 'Reach more people – better results faster', Colliers International offered a much greater digital focus and point-of-difference from their competitors. This included offering (as part of a sales package) property advertising on digital networks such as Fairfax, Newcorp and Exponetial, which mean't greater exposure than ever before for selling property in the Australian market.

As part of this the Colliers International brand was refreshed across all elements with press advertising modules designed with a 'Pinterest' look and feel, and the simplification of individual module layouts introducing the use of icons instead of text-heavy bullet points.

An important part of these changes to the brand was to ensure that Colliers International Sales Agents understood and were able to sell these new digital units, so a sales tool was created using Adobe Content Viewer to educate and help them sell. It included video with infographics as well as other interactive elements to highlight all the advantages of selling your property with Colliers International.

Colliers International Brand
I worked as Creative Director of Colliers International for Adcorp Australia for 5 years, overseeing teams of designers creating all aspects of the brand including: two complete Brand Refreshes, Brand Advertising in Print and Digital Media, the design of Investment Publications, Office Leasing Publications, Sales and Leasing Campaigns, Newsletters, Templated Property Advertising, Signage, etc...

Please see below for some examples.

Villawood Properties required an update to their brand style guide. The new document needed to reflect the way the brand style had evolved over several years and provide direction for Villawood staff and their suppliers. The task involved an assessment of the current brand direction and a complete re-design and re-writing of the content.

Colliers International's annual report on the state of the Australian commercial property market – the 'Australian Capital Markets Report' highlighted the effects and influence that foreign markets played in the local setting providing insights and advice, whilst also highlighting Colliers International's services and expertise.

'A shift in buyer profile'

In 2013 there were more buyers from Asia, (especially China) who were competing for core assets within Australia than ever before – printed with a metallic silver finish, the cover imagery brought this idea to life with a graphic mix of international currencies forming the key visual and setting the graphic style for the publication.

The big idea was to ‘own the corner.’ 

The name b|e came from the street names of the proposed tower’s location; Bourke and Elizabeth Streets in Melbourne. This abbreviation not only helped define the iconic location, but also created a verb that introduced all headlines and marketing statements for the campaign… b|e inspired, b|e impressive, b|e green… 

A simple yet powerful idea with a clean, elegant design, metallic silver was used in various print and digital media to highlight the sophisticated leasing opportunity.

The Octavia Apartments were a landmark St Kilda development with true architectural presence and a luxurious interior style. This boutique offering was limited to 33 apartments – all with a dramatic style that appealed to a select market.

The design approach embraced this style and achieved cut-through, reinforcing the strong interior colour schemes of the luxurious apartments with the use of an upholstered red leather background as the signature look for the campaign.

Collateral for the campaign included: a 12 page brochure, press advertising, building site signage, eDM and printed launch party invitations, as well as a landing page and mobile landing page.

Owned by ISPT Property, Bendigo Marketplace had retail space for lease and wanted to target lifestyle brands. The brief was to sell the benefits of the town of Bendigo to potential retailers including the architecture, the lifestyle, a growing population and the youth culture (Bendigo being a university town).

The graphic style needed to appeal to the 'hipsters' – and highlight the cafe/restaurant culture of the area.

The cover headline immediately established the offer as a retail leasing opportunity and asked the viewer to think about Bendigo as a good retail option.

The subhead provided three solid reasons as justification – Growing Community, Diverse Economy, Enviable Livability with the background images rotating between a classic image of an historic Bendigo hotel, a funky lane way cafe and an image from the Bendigo Cup horse races.

Headlines, images and infographics animated throughout the eBrochure,

Builtwise Constructions are experts in Design & Construct, specialising in Commercial, Industrial and Retail facilities – in layman’s terms, they design, build and fit-out big sheds and they know all the angles to ensure a quality result.

Design
Taking inspiration from the angle of the ‘B’ icon of the existing logo, a new brand identity has been created for Builtwise Constructions that is bold, dynamic and contemporary. The consistent application of the angle/wedge-shape, along with strong use of the primary brand colour and the introduction of the typeface Myriad Pro, all come together to create a simple, yet powerful impression for the brand in both digital and print applications – from the new website through to promotional videos on LinkedIn, as well as business cards and a complete suite of company documents.

In early 2016, Builtwise Constructions was still using their original website from 2011 – so a new responsive website was commissioned in order to establish their industry credentials and showcase their latest projects. To view the live website visit: builtwise.com.au

The new Builtwise Constructions website was launched on LinkedIn and Instagram with posts created for both company directors to send out to their connections. These posts announced the new website as well as recently completed projects, featuring short videos that highlighted various photographic images and details of each project.

The posts have generated positive responses from industry peers and potential clients and have also increased traffic to the new responsive site.

This was Builtwise Construction’s first foray into social media and has been a positive experience for them which will see on-going promotional activity in the future.

eBrochure for the leasing of flagship retail space

To appeal to international retailers and highlight the opportunity as the last flagship retail space available on Bourke Street in Melbourne's CBD, the name change to 'London on Bourke' was proposed for the landmark London Stores Building located on the high profile corner of Bourke and Elizabeth Streets.

Creative included the new name, logo design, positioning statement and six pages of layout with animated headlines, renders and photography, map and floorpans which brought the opportunity to life.

www.urbanwatersolutions.com