Responses by Studio Brave
Background: Everlea is a neighborhood of townhouses situated within the increasingly growing residential area of Keysborough, Australia. Partnering with SB&G, Kathy Demos Interior Design, Bruce Henderson Architects and Tract Landscape Architects, we wanted to bring together a level of creativity and originality that is truly unique to the area. Everlea is designed to set a new standard of suburban living and our marketing campaign emerged from the core idea of “establishing an authentic life.” The target audience extends to those looking to downsize and young families looking to buy their first home.
Highlights: The website is the principal source of information regarding the development, demonstrating what it’s like to lead an “authentic life,” as well as give prospective buyers the ability to register their interest. It is also part of a larger promotional campaign that included brochures, floor plans, advertising, signage and other materials. We collaborated with UK artist Tom Abbiss Smith to create an illustrative visual language that represented the core themes of family, home, community and environment. This artwork was used across all touch-points to create a unique and cohesive brand language.
Challenges: Maintaining a refined balance between the vibrant brand illustrations and the images of the development. It was important to ensure users were able to find information they might be looking for easily and quickly, while still being engaged by the personality of the Everlea brand. Designing a website that stands out in the saturated property development market in Melbourne, Australia was also a challenge.
Navigational structure: The menu and navigation structure proved to be an opportunity to highlight the brand illustrations by revealing artwork using layering of elements and loading transitions. This also gives the site a sense of dimension and depth. Focus was also placed on driving users to the registration of interest form, which is easily accessible on every page of the site.
Technical features: The site was built in WordPress, which has made it easy to maintain and update the website throughout the sales period.