Lascelles is a group of 55 luxury apartments by developer Techin, located in Melbourne’s prestigious eastern suburb of Toorak.
The key challenge was an uncertainty among the target market of downsizers about living in an apartment building. The concern was that they would miss key elements about the comfort of living in a private house.
The brand represents the timeless, exclusive and prestigious nature of the product. The brochure highlighted the craftsmanship involved in the architecture, interiors and finishes; the cover is a direct reference to the crafted wood that will be used in each apartment.
We addressed the uncertainty among the target market by highlighting the things buyers may miss about living in a private home. The brand amplified the positive characteristics of apartment living, and demonstrated the little luxuries included in Lascelles that would made apartment life as seductive and comforting as a home.