Case Study

A daringly beautiful brand for an extraordinary residential project.

Dare Property Group

Disciplines

+ Creative
+ Strategy
+ Digital
+ Print

Opportunity:

Dare Property Group is respected as one of Australia’s most creative and market-leading boutique residential developers. In 2020, their endeavour to build a remarkable project that embodied the coastal cool and unmatched beauty of Sydney’s Tamarama began with crafting a compelling story behind it.

Our task was to develop an engaging project brand and marketing campaign that would showcase the uniqueness of the building architecturally, attract a discerning owner-occupier purchaser, and celebrate the lifestyle that Tamarama is coveted for.

Inspired by the Japanese concept of ‘Tokoro’ – to create a sense of place that encapsulates its historical, cultural and social connections – our aim was to create a brand for the project that could be nowhere else but Tamarama.

Disciplines

+ Creative
+ Strategy
+ Digital
+ Print

Strategy:

The narrative began with the name, Kalypso. By drawing parallels to the beautiful sea nymph from The Odyssey – an ancient Greek epic – it captured the spellbinding beauty of Tamarama, framing the new development as the crown jewel of this exclusive coastal oasis.

The architecture and design of Kalypso is a direct interpretation of the location. Our response was to take the key architectural elements and place them in context with the inspiration behind them. We therefore developed a brand that was a true representation of the built form expression and the location.

Textural, coastal imagery captured by local photographer Nick Leary, in combination with a stunning suite of CGIs which included artwork from a local Sydney gallery (Arthouse Gallery Sydney), created a flawlessly cohesive look. This look was rolled out across premium print collateral and in an invite-only sales suite that was fitted out at Icebergs Bondi Beach for a limited time to heighten the exclusivity of the offering.

Success:

The strength and cut-through of the branding did justice to the prestige of the design, successfully selling buyers the story, architecture and lifestyle. This resulted in incredible sale prices, including $15 million for the sub-penthouse.

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