The Crossing is a proposed new apartment development in Woodbridge. A former railway workshop, the apartments were to appeal to a first home buyer market. My role was to craft a brand that felt down to earth, yet premium enough for a discerning market.
After receiving the brief, I asked the client a series of questions, designed to characterise the brand and reveal its personality. It was an important step in the process; to delve deeper into the brand, understand the target market, and get a feel for what character the brand might have. The end user of the product needs to be at the center of all brand communications, and all design decisions flow on from this.
I asked the client to imagine the brand was actually a real person; someone with their own unique personality, interests and lifestyle. What clothes would they wear? Which bars/clubs would they hang out in? Which celebrity would they be?
These questions are a way to help describe the brand’s personality, in a way the client might struggle to put into words themselves. There are undefinable qualities to a personality, but this exercise can help pin down the right tone and attitude the brand will need to convey.
THE TARGET MARKET
What style of photography should we use? What tone is the copy written in? These all tie back to the target market. In the case of The Crossing, we arrived at the following definitions:
• A blue collar, first home buyer
• Possible FIFO worker
• Down to earth, outdoorsy lifestyle
The site was a former railway workshop, and is located near the train line. Several names were considered, but the name The Crossing became the perfect choice to acknowledge the site’s heritage.
Before starting to design anything, I created a series of moodboards to further refine the direction of the brand. These can be fonts, colours, photos or other logos that collectively create the same feeling The Crossing brand needs to evoke.
Photography would be late afternoon, golden hour with a sense of outdoor adventure. The sales material should sell more than the four walls, it should sell the lifestyle owning the apartment brings.
For The Crossing, a simple word mark encased in a box carried the feel of a railway, without the need for any overt railway symbology. The mark feels as though it might have been stamped onto the side of a crate in the railway workshop.
COLOURS & TEXTURES
Drawing on the site’s railway workshop heritage, an earthy colour palette creates a blue collar, weathered, masculine style. The red is drawn from the wood and earth materials of a rail yard, while the blue compliments with a modern sensibility.
Typefaces are characters in their own right, and this character needs to align with the core brand personality.
While the logo mark eschews the use of railway imagery, the secondary elements provide an opportunity to do so. Aside from being a nod to the site’s past, the intersecting lines symbolise the meeting of two ideas; style and convenience. The apartment provides everything you want, right where you need it.