05.
16.05.19

20 Years Branding Luxury Residential

Over the last two decades we are proud to have branded some of the most prestigious and award-winning luxury residential projects across the Asia Pacific region, imbuing them with their own unique stories and lifestyle offerings, designed to appeal to discerning buyers.

Celebrating this anniversary milestone is a chance to reflect on some memorable past and present campaigns and to look to the future, to emerging trends and to continue to pioneer ways to dramatically increase the value of luxury residential for our clients.

Fluent in the Language of Luxury

Our experience in speaking both the visual and emotional language of luxury and our ability to connect brands to affluent audiences is reflected in the many upscale projects we have undertaken.

 

We were privileged to partner with Mirvac on our very first luxury residential campaign in 2003. The name and visual identity we created for ‘Encore, Elizabeth Bay’ paid homage to both the modern simplicity and bold lines of the design and the legendary significance of the Sebel Townhouse Hotel, which originally stood on the site.

Most recently we applied our branding expertise to Relevé in Pyrmont, bringing to life the unparalleled experience of living in one of seven bespoke penthouse style whole-floor residences, in turn generating demand and driving sales.

10 Wylde Street, Potts Point

21 boutique residences developed by Investec, with interiors by SJB.

One of our favourite and most memorable campaigns, we created a brand that brought to life the idea of reinventing grandeur. Reminiscent of some of the finest and most famous homes globally, like Coco Chanel’s apartment at 31 Rue Cambon, 10 Wylde Street exuded a new luxury and style driven by its unique architecture and interiors that was unexpected and extraordinary.

Eliza, Elizabeth Street, Sydney

19 full and half floor residences developed by Ceerose and designed by Tony Owen at the heritage end of Hyde Park.

Our end-to-end brand marketing campaign for the multi award-winning Eliza was based upon a robust strategy and sound vision executed across three phases – firstly, off-the-plan; secondly, the Eliza Designer Series for the whole-floor apartments; and finally, a campaign for the stunning three-floor penthouse. Our campaign for the penthouse “Worth every million” took penthouse living to the next level and set a new benchmark in luxury living.

 

A Strategic Approach

Our experience demonstrates that branding successful luxury residential projects demands an approach that focuses on far more than just bricks and mortar, fixtures and finishes. Properties of the highest calibre need to connect with ultra high net worth individuals on an emotional level and paint an aspirational picture of the life they could be living.

We partner with developers, architects and interior designers at the beginning of a project to create a compelling story that represents the vision of what is being developed conceptually and creatively and ensure it is consistently communicated until the completion of the project.

Our approach starts with an in-depth research and strategy phase, where we define the target audience and create very detailed personas.

We aim to understand everything about a specific audience, including who they are, where they live, work and play, their aspirations and fears, in order to devise a branding strategy that powerfully connects with them and represents the lifestyle they would like to lead. As part of the process we create a name, personality and distinct identity for the development, and align every aspect of the brand with everything the buyer is seeking, maximising value and interest.

The importance of strategically-driven branding to achieve this connection cannot be overstated, and it has been the foundation of all our work at Brand & Co over our 20 years of branding a diverse range of the finest residential developments.

Branded Residences, An Emerging Trend

The idea of luxury in the residential space continues to evolve to meet the changing needs and desires of ultra high net worth individuals. Looking beyond services and amenities to experiences, branded residences are on the rise.

From famous architects (or starchitects) to coveted fashion names, through to leading hotels, branded residences leverage a luxury brand’s global reputation to attract high net worth buyers who are prepared to pay for the prestige, amenities and full-service lifestyle these developments offer. Whether it’s access to housekeeping and room service from residences that are part of a hotel, or concierge services like booking travel or restaurants, some buyers are prepared to pay a premium to enjoy all the exclusive benefits. And by being associated with a trusted luxury brand, there is a sense of security in the substantial investment a buyer has made.

According to a report on branded residences from Savills, buyers of such properties can expect to pay an average of 31% more than they would in a non-branded development – a mark-up they are prepared to pay. “Cash-rich, time-poor, brand-conscious individuals are attracted by the quality of design, security and high levels of service that branded residences offer,” Riyan Itani, Head of International Development Consultancy at Savills, said in the report.

While the US is leading this trend, accounting for 32% of branded buildings worldwide, Australia is set to join the ranks of branded residences with a number of projects in development.

Both the Crown Residences of One Barangaroo and Castle Residences will provide the epitome of luxury with full hotel services when they are completed.

In the meantime, Brand & Co will continue to operate at the leading edge of industry trends, creating powerful, bespoke branding solutions for luxury residential developments.

Sign up for our newsletter
Error! Please supply a correct email address!