The goal Transformer were tasked with on this brief was to position this boutique apartment development as a premium residence. Together with Core City and their real estate agents we helped establish a clear strategy using some of the ideas we’d learned from working on Australian residential developments.
The concept communicated the buzz and convenience of Newmarket life, with photography showing both day and night entertainment, great shopping and easy transport links to the CBD. We also consulted on the 3D CGI renders, with Buildmedia producing some of the most atmospheric renders seen in NZ apartment marketing. The brochure was produced on uncoated stock in a large (A3) format to create a suitably urban vibe.
A vital part of our concept was the hero image – a young woman standing on the balcony of her new apartment at The James with a sun-kissed Newmarket in the background.
The James logo is purposely understated, a simple elegant solution that lets the location do the talking.
The launch was a great success with over 50% being sold in the first few weeks.