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Mrv14543 bulletpitchpresentation mirvac_2014_v5_master_screen

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Mrv14543 bulletpitchpresentation mirvac_2014_v5_master_screen

  1. 1. Heading Stage 3 Waterfront
  2. 2. Hello! Alistair Cantrill Melissa Gardner DIRECTOR CREATIVE DIRECTOR
  3. 3. Specialising in property & retail since 1996, we base our success on the success of our clients, and our many long term clients are a testament to this. »» »» »» »» »» brand print digital social display 3 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  4. 4. We know Mirvac »» Liberty on Tedder »» Our intrinsic knowledge of the Mirvac brand sets us apart. »» Ephraim Island »» We have evolved and innovated over the last decade working on the Mirvac account. »» Arbour on Grey »» Mossvale on Manly »» Sanctuary on Moggill »» Through changes in buyer behaviour, technology and challenging markets, our solutions have had proven results. »» Tennyson Reach »» Gainsborough Greens »» Park at Waterfront »» Pier at Waterfront 4 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  5. 5. »» Recently Mirvac recognised our skills and expertise by awarding us the Mirvac Retail account, comprising of flagship centres of Broadway, Orion Springfield and Kawana Shoppingworld, with the entire portfolio to be managed by Bullet this year. »» We believe this success is testament to our quality work managing Mirvac Residential developments. 5 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  6. 6. »» Now with the next stage of Waterfront on the horizon, we are excited to take on the challenge of marketing this impressive development to a competitive market with stand-out results. 6 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  7. 7. Enough about us.. let’s get rolling! 7 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  8. 8. The brief Mirvac Stage 3 Waterfront “Skyring”
  9. 9. our insights »» The Brisbane property market has had an influx of ‘designer’ apartment developments trying to capture upscaling young professionals and empty nesters. »» Apartment living in Brisbane is now known as an appealing living option with low maintenance and high level of lifestyle options. »» Our task will be to develop a distinct branding strategy that shows buyers all the unique selling points of this stand-out development in a highly competitive market. 9 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  10. 10. our VISION »» Position Skyring as an important piece of the local landscape. »» Skyring will be an extension of historic Teneriffe and a connector to the vibrant Waterfront precinct nearby. »» Integrate the Mirvac Skyring brand into the local community, building brand loyalty through diverse experiences and promote sociability. »» Our key messaging will promote Skyring as a well-designed and innovative urban development that wins on quality and affordability compared to its competitors. 10 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  11. 11. our OBJECTIVES »» launch the next chapter of the Waterfront family »» ensure new brand connects to and evolves the Waterfront brand »» establish a point of difference through a distinct brand »» target investors, end-users (renters) and upscaling owner occupiers »» post-launch activity to maintain and build the Mirvac Skyring brand in the local community »» introduce Mirvac as a quality leader to a whole new market of buyers »» focus on the value add benefits of the Mirvac brand and depict as better option than competitors »» strong registration-period with high activity through local events leading to launch 11 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  12. 12. Skyring Overview
  13. 13. THE BUILDING ST A G E ST A G E 2 Stage 1 »» 140 apartments 1 »» 18 Storey tower »» 650sqm of ground floor retail Stage 2 »» 140 apartments »» 21-storey tower »» odium area with P entertainment areas 13 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  14. 14. A HISTORIC LOCATION »» Inner-city location 3km from CBD and framed by the Brisbane River »» Serviced well by public transport »» Area known for its diverse lifestyle options and premium restaurants / bars »» On doorstep of the vibrant Gasworks retail centre and business hub »» A gentrified industrial area with historic landmarks »» Arts and theatre district nearby »» Newstead / Teneriffe is known as one of Brisbane’s up-markets suburbs 14 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  15. 15. AREA REFERENCE PHOTOS 15 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  16. 16. SITE REFERENCE PARK S K Y RING PIER 16 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  17. 17. KEY COMPETITORS Botanica (Aria) The Green (Lend Lease) Soda (GDL) Vida (Point Corp) $397,000 $497,000 $330,000 $650,000 $340,000 $1,650,000 $365,000 $3,000,000 Bowen Hills Bowen Hills Sth Brisbane West End 17 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  18. 18. target demographic Graduating Upwards Bright Futures Conscious Consumers Informed Affluence Rising Wealth Young highearning socialites in high-rise apartments Thriving students or professionals renting apartments Comfortable one and two-person households in sought after suburbs High income families and singles in the attractive middle suburbs Educated and affluent young professional couples in inner city areas 18 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  19. 19. The Waterfront Story
  20. 20. ORIGINAL WATERFRONT BRAND CONVENTION PARK PRECINCT 2.1 Precinct S Each precinct is created from the from the Waterfr SHORE PRECINCT These symbols c conjunction with (see 2.2), to iden These symbols a each precinct pa PIER PRECINCT LAKE PRECINCT WATERLOO PRECINCT 20 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY Masterfiles: Pier_Symbol_Mo Park_Symbol_Mo Lake_Symbol_M Shore_Symbol_M Waterloo_Symbo Waterfront © BULLETSTUDIOS.COM.AUBrand G
  21. 21. CURRENT BRAND FAMILY S K Y RING (NEW) 21 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  22. 22. BRAND PERSONALITY S K Y RING (NEW) ULTIMATE LUXURY METRO RETREAT URBAN CHARACTER 22 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  23. 23. Campaign Overview
  24. 24. CAMPAIGN TIMELINE DELIVERABLES TIMINGS Teaser February to mid March KEY MESSAGE MEDIA OTHER Launch2014.com.au Coming Soon Teaser Ca »» ignage (V Board, Viewing Tower, mpaign S completed by Billboard Stenciling, Break-out panels Bullet Studios »» Registration Page (responsive) »» Press Adverts (Courier Mail, curr ently in Brisbane News, Map Magazine, AFR) ket the mar »» DM »» Social »» Sponsorship »» Signage Register Now »» EDM »» Press Mid March to May »» Major events to generate registrations »» Digital Registration Phase »» DM print »» Viral Marketing ideas »» PR Public Release June/July New campaign messaging (to be revealed) »» Press »» Brand awareness »» Digital »» Open display »» Signage »» Augmented reality display »» PR »» EDM »» DM »» Social 24 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  25. 25. launch 2014 campaign creative 25 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  26. 26. Concept 1
  27. 27. KEYWORDS Vibrant Art Designer Lifestyle Village Collage Creative Community Fashion Fresh 27 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  28. 28. CHOSEN NAME Arona 28 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  29. 29. NAMING RATIONALE Arona »» The Brisbane suburb ‘Teneriffe’ was originally inspired by the town Tenerife in the Canary Islands, Spain. »» Arona is a located on the southern part of the island of Tenerife in the Canary Islands. »» Arona means colourful and is an emotive choice of name 29 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  30. 30. POSITIONING STATEMENT Live Inspire 30 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  31. 31. BRAND ETHOS The Arona concept branding elements feature a collage of native flowers, watercolours and the leafy heritage surrounds. These elements represent the artistic, colourful and stylish side of Arona. »» The ethos of the brand is to inspire the audience through art, fashion and urban style. »» The positioning statement embodies this theme, and provides a subtle support to the bold and unique name. 31 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  32. 32. BRAND IDENTITY Logo 32 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  33. 33. Logo + positioning statement 33 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  34. 34. naming convention pierbymirvac .com.au parkbymirvac .com.au aronabymirvac .com.au 34 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  35. 35. BRAND ELEMENTS Visual language 35 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  36. 36. Colour palette Mustard Ruby Lavendar Ivory Blossom 36 Stone ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  37. 37. Typography Display font Grouch BT abcdefghijklmnopqrstuvwxyz Supporting body copy Gotham abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 37 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  38. 38. Typography treatment Arona by Mirvac El et quatur? Quid ut inus, quibus, occusae et eat facid quatio is suntia sequiaspid exerspe rspitat uriae. Nequaep eratur, verum sitem eatem volorem olendis ernatiis dolestiate? Ullupta derferum faceatem qui blab iustia dolorpo recusda ecatur, oditisi que denihicae que sed moluptae omnimpe liquibe ruptatias sam, utatus autempo reptatet, ipsum il il int parit velic to es estion cullestem fuga. Atisciur? Alibuste et quunduciis antis audiorit, quiam quaerci uta voloreptatus quianit la dolo doluptatur? Quiderferum re idio con estis evello mossint re consed quidessi. 38 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  39. 39. BRAND VISUAL Illustration (collage) elements Teneriffe creative smart couple 39 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  40. 40. Illustration (collage) elements Teneriffe runner, jogging in the local urban leafy area 40 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  41. 41. Illustration (collage) elements Local cycling artist 41 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  42. 42. Illustration (collage) elements Flowers found in the local park and native Australian flowers 42 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  43. 43. Illustration (collage) elements Authentic heritage - old Wool Store buildings in the area 43 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  44. 44. Illustration (collage) elements The building, using the real renders 44 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  45. 45. Illustration compilation 45 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  46. 46. Custom alternative complilations to create brand flexibility and add a point of difference 46 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  47. 47. Custom alternative complilations to create brand flexibility and add a point of difference 47 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  48. 48. Custom alternative complilations to create brand flexibility and add a point of difference 48 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  49. 49. More ideas/elements that can be integrated into the illustrations to feature local amenities, heritage and social aspects Shopping Cafe hangouts Social culture 49 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  50. 50. PROMOTIONAL ITEMS Brochure Cover with hard case sleeve 50 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  51. 51. Brochure Spread concept 1 BY MIRVAC live INSPIRE Arona is surrounded by parklands and the riverfront within Brisbane’s most sought-after suburb. Relax dining experiences and entertainment areas are on the doorstep Arona offers the best in inner city living within a relaxed, natural setting. With a choice of two and three bedroom apartments — each enhanced with Mirvac’s renowned interior styling. Arona sets a new standard in carefree, inner-city living. CONTENTS by mir vac 2 Arona - smart-living 4 Location in Newstead 6 Authentic character 8 Natural beaut y 10 The specifications 12 Floor plans 14 North Arona 16 South Arona 18 51 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  52. 52. Brochure Spread concept 1 BY MIRVAC Welcome to a world of colour from Arona live INSPIRE A rich heritage Arona Vitaque dolorpo restiurias re doluptaqui arum labo. Cimolorum nis a net exerion post odiam nectemp orendam faciumquibus aceaqui dellendit re incto berruptia que core dollum explacesti re ped magnimi, con poreptas estiae vellaboresto omniae et qui odi occus exere verit quatur, alitatam volorru nturibus eos repro maximet aut ut volo cus derenihicid estrum aditiatur? Dunt ulluptatendi omni dus doluptatem aum quoditas volenimus ut eos et offictam, officitionet liqe doluptatis quia delibus eatur? On cus modis solorro eturion es enectumquam ea num am non et volorae ctatian tiunda pro blab ipiduci piendaest omnim quodipsuntur min non rerepti sines verepudis et litaquid et restibus, omnis eatur? Cum sim fuga. Nequiam, te est aciur Ficiam ipient quam alicaturerum dolute nus etur sit, coreper chillo ipidunt moluptaepere volut iuriati tem eum ut laut at min enda que comnimi, alique repe, sit, ut quistiu sdamusc iliate destiumque et maxim fuga. Ut duciene ctiatia ea cum ut alis ut esequam fuga. Ab is autem cullest quost omnimin ctiatumenit is eriam reped modita sedion prore volorep uditibus volenestiunt dolectu riorate nonsecum que audae dolupta ssitae culliquam expeliq uiatur sequatem qui de pori ut es molut illorer speribus et vel molum facm quid quae plaboratem fugit, cumetur modition pel ilis volorum fuga. Arona Vitaque dolorpo restiurias re doluptaqui arum labo. Cimolorum nis a net exerion post odiam nectemp orendam faciumquibus aceaqui dellendit re incto con poreptas estiae. Soloressitis sectias mo moloritatque venditem quat ea quiam, untio eatur molor moluptia doluptae. Nam, solescia estiae. Ucia doluptatas magnimagnis sequiasim ex et id quatis mod min rescit facerum est officium aborro ma nitatur? Xim faceatur reperem et, simo ommos as as eosande peles alicium est quatim accum earciur? Ugiant. Is expel ma commolo rrovit iscid mo erum ea nonse ommodiostiat exeribustio. Evel in num quo magnimus ad quidestium imusda sum fugitat. Xera dem evel inihit as mostempos sus, expla susdaes cidesseque nem. Moluptae cusam que sequo dolenda dolorit eossecae pelicit isquam, sit, quosae peditio voloreri demporion consequo molupta verum quiam, tem reni ne sitatur remporrorit, quae incid mollabo. 52 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  53. 53. Digital 53 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  54. 54. Digital - register 54 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  55. 55. Direct Mail Die-cut, embossed Arona by Mirvac Arona is surrounded by parklands and the riverfront within Brisbane’s most sought-after suburb. Relaxed dining experiences and entertainment areas are on the doorstep Arona offers the best in inner city living within a relaxed, natural setting. With a choice of two and three bedroom apartments — each enhanced with Mirvac’s renowned interior styling. Arona sets a new standard in carefree, inner-city living. aronabymirvac.com.au 55 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  56. 56. Billboard - Montpelier Rd register now aronabymirvac.com.au display open from $395,000 aronabymirvac.com.au 56 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  57. 57. Billboard - Montpelier Rd visual 57 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  58. 58. Billboard - Montpelier Rd visual 58 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  59. 59. Hoarding 59 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  60. 60. Press Advert (10x7) 60 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  61. 61. Digital Advert - 728 x 90px Animated illustration and messaging register now display open from $395,000 61 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  62. 62. Digital Banner REA Visual Mockup display open from $395,000 62 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  63. 63. Digital Advert - 300 x 600px Animated illustration and messaging display open register now from $395,000 63 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  64. 64. Digital Banner REA Visual Mockup display open from $395,000 64 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  65. 65. Facebook advertising Social Media With Skyring’s diverse demographic, it’s important to introduce Mirvac to a whole new market. We believe through our carefully tailored social media strategy this will be achieved. Instagram Twitter Facebook »» Target key demographics »» Narrow it down: You can be as general, or specific as you like »» Stop at any time: Ads can be paused, cancelled or changed at any time »» Link the ads to your Facebook page, website, event page, and more Twitter Instagram »» Reach a wider audience »» Entice users with beautiful visuals »» Create engagement through participation »» Run contests »» Feature users »» Promote events 65 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  66. 66. Alternative Naming
  67. 67. SKYRING 67 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  68. 68. SKY 68 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  69. 69. Customer Journey Arona From registration to launch and beyond
  70. 70. CUSTOMER JOURNEY Exposure to target advertising Lead-up marketing to Farmers Market event Targeted social media advertising promoting Farmers Market Event and give-aways. Viral marketing such as chalking, stencils, buzzer wraps to lead you in. Press advertising 70 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  71. 71. Farmers Market Event / Registration General Arona development info awareness + register your interest Prize – Register your interest for your chance to win artwork (1 of 5) from local gallery, Edwina Corlette Gallery Give aways – branded coffee cups, market bags, etc, with hash tag posts/ facebook likes #liveinspire Connect with all social channels (Facebook, Twitter and Instagram) Facebook advertising Printed promo items 71 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  72. 72. Receive EDM DM promo piece Invitation to upcoming events; Corlette Gallery and Teneriffe Festival DM placed into all local cafés and galleries and DM mailout Connect with all relevant social channels 72 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  73. 73. Gallery Open Night Winner Announcement Event / Registration Collaboration with Edwina Corlette Gallery Open evening drinks at the Gallery Branded Arona wine distributed at event Edwina Corlette Gallery, Brisbane Winners announced Miranda Skoczek Artwork Connect with all social channels Press advertising 73 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  74. 74. Teneriffe Festival Event / Sat 5th July Follow up from event with information on public launch and Teneriffe Festival update Re-use shipping container planters on the outside to blend into the green park surroundings Community | local artist | envirnomental 74 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  75. 75. Eventbased social community interactions Interior style session with Steve Cordony “Your Space Styled” from Steve Cordony Competition winner to receive: Their Arona apartment will be fully furnished and style advised by Steve Cordony Steve Cordony is a Sydney based interior and event stylist and the interior design editor of Belle Magazine, Australia. 75 W inner will have consultation with Steve Cordony to determine their unique style ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  76. 76. Eventbased social community interactions Local artist workshops community event collaborate with Edwina Corlette gallery 76 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  77. 77. Eventbased social community interactions Yoga/Pilates in the Park, open community event 77 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  78. 78. CUSTOMER JOURNEY / arona Registration boost Launch Registration boost Brand extensions Sales Centre Displays open Ongoing print advertising, social advertising and online promotion Exposure to target advertising Lead-up marketing to Farmers Market event Targeted social media advertising promoting Farmers Market Event and give-aways. Viral marketing such as chalking, stencils, buzzer wraps to lead you in. Press advertising Farmers Market Event / Registration General Arona development info awareness + register your interest Prize – Register your interest for your chance to win artwork (1 of 5) from local gallery, Edwina Corlette Gallery Give aways – branded coffee cups, market bags, etc, with hash tag posts/facebook likes #liveinspire Receive EDM DM promo piece Invitation to upcoming events; Corlette Gallery and Teneriffe Festival DM placed into all local cafés and galleries and DM mailout Connect with all social channels Gallery Open Night Winner Announcement Event / Registration Collaboration with Edwina Corlette Gallery Open evening drinks at the Gallery Teneriffe Festival Event / Sat 5th July EDM Follow up from event with information on public launch and Teneriffe Festival update Eventbased social community interactions Pop up gallery shipping container featuring augmented reality display Yoga/Pilates in the Park, open community event Meet Interior Stylist, Steve Cordony, tips and insights. Branded Arona wine distributed at event Register for your chance to win ‘your space styled’ from Steve (Arona apartments only) Winners announced Connect with all social channels Visit nearby display suite, receive property brochure Press advertising Connect with all social channels (Facebook, Twitter and Instagram) Connect with all social channels Interior style session with Steve Cordony Local artist workshops community event collaborate with Edwina Corlette gallery Community garden (rooftop) Pop up garden bar Connect with all social channels Press advertising Facebook advertising Printed promo items 78 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  79. 79. Concept 2
  80. 80. KEYWORDS Individual Character Authentic Bold Industrial Urban History Community Original Unique 80 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  81. 81. CHOSEN NAME Brik 81 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  82. 82. NAMING RATIONALE Brik »» Brik references the historical, industrial brick built wool stores in and around Teneriffe. »» Being a literal name, Brik continues the Waterfront family naming convention 82 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  83. 83. POSITIONING STATEMENT The new originaL 83 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  84. 84. BRAND ETHOS »» The Brik concept represents an authentic yet modern interpretation of Newstead’s historic grandeur. »» ‘The New Original’ conveys the notion of designer new world living amongst character and history 84 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  85. 85. BRAND IDENTITY Logo 85 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  86. 86. BRAND IDENTITY Logo + positioning statement 86 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  87. 87. BRAND ELEMENTS Visual language 87 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  88. 88. Custom illustrative version of exterior building B R I K BY M I RVA C 88 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  89. 89. Colour palette Steel Denim Mist 89 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  90. 90. Typography Display font Liberator abcdefghijklmnopqrstuvwxyz Supporting body copy Gotham abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 90 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  91. 91. Lifestyle photography showcasing local amenities and heritage 91 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  92. 92. naming convention pierbymirvac .com.au parkbymirvac .com.au brikbymirvac .com.au 92 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  93. 93. PROMOTIONAL ITEMS Brochure - Cover the new original 93 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  94. 94. Brochure - internal spread The blueprint of authenticity Ut illabor ianimin umquiam, quiatum quat optatiisqui comnisque lam ation nest ut eossi undandus antem et velibus 94 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  95. 95. Brochure - internal spread A village within a city. Ut illabor ianimin umquiam, quiatum quat optatiisqui comnisque lam ation nest ut eossi undandus antem et velibus aute eum et ra abo. Nam harum qui delia si reium dolupta tistis quiam doluptas doluptatum ea con consequid explignat mo etur, serchil luptibus, tem fuga. Ci dicto que consequae nis dolenet, cum exerovit, ex exped quam laudiOnemporitas sum coreperunt verupta tionsendunt, non estis erumet re vendant ibust, tem explauda vel eratiurTio dolupta tiundiasi omnihiliquam dit od quaturi atquate volupti bustibus et quam, ad mi, iuntusda velique vid maxim quia pa aspis aut quate pra quae int uteceaq uaspid mi, ut velecea volorum nimillupis pa qui od escillab is archil eati ut la velecti orionse ruptasi 95 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  96. 96. Brochure - internal spread Work, Rest Play Ut illabor ianimin umquiam, quiatum quat optatiisqui comnisque lam ation nest ut eossi 96 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  97. 97. Brochure - internal spread Live amongst old world Brisbane. Ut illabor ianimin umquiam, quiatum quat optatiisqui comnisqe lam ation nest ut eossi undandus antem et velibus aute eum et ra abo. Nam harum qui delia si reium dolupta tistis quiam doluptas doluptatum ea con consequid explignat mo etur M acta g g art ’ s W o o l s t o r e 97 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  98. 98. Digital the new original the new original 98 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  99. 99. Digital - registration page the new original 99 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  100. 100. Direct Mail folded promo invitation Key acts as bottle opener You’re invited. Open your lovely brew. Enjoy a lager on us at the launch of Waterfront’s new Brik Apartments at the Teneriffe Festival 5 JULY 2014 Register Now brikbymirvac.com From $395,000 B R I K BY M I RVA C 100 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  101. 101. Billboard - Montpelier Rd Register Now brikbymirvac.com FROM $395,000 brikbymirvac.com 101 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  102. 102. Billboard - Montpelier Rd Visual mockup 102 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  103. 103. Billboard - Montpelier Rd Visual mockup 103 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  104. 104. Hoarding 104 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  105. 105. Press Advert (10x7) FROM $395,000 brikbymirvac.com 105 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  106. 106. Digital Advert - 728 x 90px Animated graphics and messaging From $395,000 Register Now brikbymirvac.com 106 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  107. 107. Digital Banner REA Visual Mockup Register Now 107 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  108. 108. Digital Advert - 300 x 600px Animated graphics and messaging 108 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  109. 109. Digital Banner REA Visual Mockup 109 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  110. 110. Facebook Facebook advertising Social Media With Skyring’s diverse demographic, it’s important to introduce Mirvac to a whole new market. We believe through our carefully tailored social media strategy this will be achieved. Instagram Twitter Facebook »» Target key demographics »» Narrow it down: You can be as general, or specific as you like »» Stop at any time: Ads can be paused, cancelled or changed at any time »» Link the ads to your Facebook page, website, event page, and more Twitter Instagram »» Reach a wider audience »» Entice users with beautiful visuals »» Create engagement through participation »» Run contests »» Feature users »» Promote events 110 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  111. 111. Display suite 111 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  112. 112. Feature illustrated diagrams and posters in Sales Centre B R I K BY M I RVA C 112 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  113. 113. Custom Game Branded ‘Brik’ game allowing players to build the Brik building out of blocks in a limited time period. 28 2 points The game could also be projected and played upon buildings such as Waterfront sales office launch events. lines Let’s Play! Gallery Register B R I K BY M I RVA C 113 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  114. 114. Custom Game The game could also be projected and played upon buildings such as Waterfront sales office launch events. 114 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  115. 115. Alternative Naming
  116. 116. SKY SKYRING SKY newstead SKYRING newstead 116 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  117. 117. Customer Journey Brik From registration to launch and beyond
  118. 118. Music Event / Registration Lead-up marketing to Music event Targeted social media advertising promoting Music Event and give-aways. Viral marketing such as chalking, stencils, buzzer wraps to lead you in. Press advertising 118 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  119. 119. Music Event / Registration Music event venue at Light Space General Brik development info awareness + register your interest Sponsored by Mirvac and partnered with Newstead Brewing Co. to create ‘Brik’ branded beer Prize - register to win one of 10 Tokyo Bikes Give aways – branded beer, satchel bags, eco water bottle, towels, with hash tag posts/ facebook likes #theneworiginal Connect with all social channels Facebook advertising Printed promo items 119 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  120. 120. Receive EDM DM promo piece Invitation to upcoming events; Street Party and Teneriffe Festival DM placed into all local cafés and galleries and DM mailout Connect with all social channels 120 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  121. 121. Street Party Winner Announcement Event / Registration Street Party with a range of food trucks Winners announced Branded Brik beer distributed at event Register for major prize draw (electric car) Connect with all social channels Press advertising 121 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  122. 122. Teneriffe Festival Winner Announcement Event / Sat 5th July Pop up bar shipping container Branded car on display to WIN a BMW i3 Bonus 1-day-only competition entries for deposit purchasers Visit nearby display suite, receive property brochure Connect with all social channels Press advertising 122 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  123. 123. Eventbased social community interactions Feature winner of BMW i3 on social media Continue community events Continued advertising and social media promotion Frequent promotional events to continue 123 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  124. 124. CUSTOMER JOURNEY / BRIK Registration boost Launch Registration boost Brand extensions Sales Centre Displays open Ongoing print advertising, social advertising and online promotion Exposure to target advertising Music Event / Registration Lead-up marketing to Music event Music event venue at Light Space Targeted social media advertising promoting Music Event give-aways. General Brik development info awareness + register your interest Viral marketing such as chalking, stencils, buzzer wraps to lead you in. Sponsored by Mirvac and partnered with Newstead Brewery Co. to create ‘Brik’ branded beer Press advertising Prize - register to win one of 10 Tokyo Bikes Receive EDM DM promo piece Invitation to upcoming events; Street Party and Teneriffe Festival Street Party Winner Announcement Event / Registration Street Party with a range of food trucks Winners announced DM placed into all local cafés and galleries and DM mailout Branded Brik beer distributed at event Connect with all social channels Teneriffe Festival Winner Announcement Event / Sat 5th July EDM Follow up from event with information on public launch and Teneriffe Festival update Pop up bar shipping container featuring augmented reality display Eventbased social community interactions Social club - football team and pub meets Connect with all social channels Press advertising Secret shows with local bands (giveaway tickets on social media) Branded car on display to WIN Regular entertainment food trucks pop up bars Bonus 1-day-only competition entries for deposit purchasers Register for major prize draw (electric car) Register for major prize draw (electric car) Register for major prize draw (electric car) Comedy festival Visit nearby display suite, receive property brochure Give aways – branded beer, satchel bags, eco water bottle, towels, with hash tag posts/facebook likes #theneworiginal Connect with all social channels Press advertising Connect with all social channels Facebook advertising Printed promo items 124 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  125. 125. Brand extensions
  126. 126. create a unique user experience with augmented reality What is augmented reality? Watch the video Customer experience at within the Shipping Container at Teneriffe Festival 126 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  127. 127. ‘Out of the box’ viral teaser marketing concepts Branding coffee cups. Supply the target demographic coffee shops with free cups. 127 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  128. 128. ‘Out of the box’ viral teaser marketing concepts Street chalking, legal and removable 128 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  129. 129. ‘Out of the box’ viral teaser marketing concepts Static cling decals - from a poster to a sticker size, leaves no residue. Phone boxes, bus stops, power boxes, windows etc. Pavement decals. Point people in the direction of sales office or digital registration page Pedestrian buzzer wraps. 129 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  130. 130. ‘Out of the box’ viral teaser marketing concepts Beer coasters, supply to all the bars and pubs in your demographic. Pizza boxes, people have time to read your message whilst eating. Sandwich bags, supply the cafes in your demographic. 130 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  131. 131. Your Waterfront Team Our passion for what we do creates the foundation for all the wonderful stuff that follows. We didn’t arrive here by chance. We are here because we each bring a valuable talent, unique skill and individual flare to the team.
  132. 132. Meet the team “I make things happen” As owner and director of Bullet Studios, Alistair heads a team of creatives who navigate brands to success and spearhead innovative campaigns in the print, digital, display and social media space. Alistair Cantrill DIRECTOR Alistair’s commitment to client relations is as clear as his passion for his work and his ability to nail even the most challenging brief. Long term clients through long term successful business relationships is his mantra... your success is our success! 132 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  133. 133. Meet the team “ make sure I everything works” With over a decade of industry experience behind her, Melissa brings a wealth of knowledge and an acute understanding of commercial design to Bullet Studios. While she assists in managing the studio, her keen interest in online technology and trends sees her work intimately with the creative team. Melissa Gardner DIGITAL CREATIVE DIRECTOR Melissa’s technical and creative skill sets across brand, digital and print make her an invaluable asset to the team. 133 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  134. 134. Meet the team “ create brand I experiences” Multidisciplinary creative Art Director Pin, has a passion for both the intricacies of traditional print design as well as the constant shift of the digital world. Pin Athwal ART DIRECTOR / SENIOR DESIGNER Spearheading global projects for numerous international clients in the past, Pin’s experience in branding is unparalleled. Highly skilled in concept generation and development, he is comfortable leading the team from a project’s initial planning right through to the final delivery. 134 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  135. 135. Meet the team “’m all about quality I attention to detail” With a solid understanding of the digital design realm, all-rounder Victoria helps Bullet stay ahead of the pack when it comes to developing new and innovative projects. Victoria Rushton SENIOR DESIGNER Having worked on national brands across a multitude of diverse industries, Vic has a knack for interpreting clients’ needs and producing work of only the highest quality. 135 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  136. 136. Meet the team “ bring the social I media commercial worlds together” Coming from a background of design, marketing and communications, Christian’s systematic and people skills mean the studio is in good hands at all times. Christian Love studio Co-ordinator Digital Marketing Strategist Cutting his teeth at a high-traffic Los Angeles PR and events firm, Christian thrives under pressure and possesses the knowledge to formulate successful social media campaigns, consistently taking into account the medium’s ever-evolving landscape. 136 ALL ARTWORK SHOWN IS CONCEPTUAL ONLY © BULLETSTUDIOS.COM.AU
  137. 137. Thank you We are truly excited about the opportunity to grow our creative partnership with Mirvac, and look forward to your response.

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