Hengyi appointed Hoyne to brand, market and champion their project - 450 Elizabeth Street - through an aggressive competitive landscape. Comprising 607 apartments, the development was launched into a sea of thousands of competing city dwellings. Appetite for city apartments was wavering and there were grave concerns regarding oversupply. A strategy was required that would stand out against competitors and undermine objections.
Light House was a positioned as a beacon in Melbourne's skyline; a highly visible iconic international address. Light refracting pearlescent materials for marketing collateral reflected the building’s unusual façade and were designed to represent prestige in the eyes of the affluent Asian buyer.
Graphis Design Annual 2016 – Merit Award
Hoyne’s approach crystallised the unique role the architecture would take when selling Light House. The sophistication, distinctiveness and attention to detail inherent in the campaign has tapped into an audience that appreciates and demands this level of quality and amenity. Undoubtedly, this clear focus has contributed to the already impressive sales results we’ve achieved.