Classic Constructions

Building a brand promise

Classic Constructions

The Kew is not your standard display home. From the moment you see the impressive sculptural façade, you know it’s something new for Canberra. The home showcases innovative technology and a range of finely considered details.

The Kew provides a vision for those looking to build a home or extensively renovate. Classic Constructions engaged CRE8IVE to develop a brand and engagement campaign to engage with current clients and attract new opportunities to build relationships with potential clients and suppliers.

The Kew launched during the middle of a cold Canberra winter; but due to smart messaging, clever media placement and channel marketing; the Kew visitation numbers went through the roof. Traffic to the Classic Constructions website alone grew by 73% compared to the same period last year, and new client KPIs were exceeded for the second quarter of the year.

Timeless Style,
Meet Future thinking

We developed the logo, visual identity, key messaging and supporting marketing collateral to position the Kew in a league of its own; as forward thinking and innovative, modern yet timeless.

Design

The use of natural light and textured materials through the home influenced the geometric logo design, the colour palette, tone and display recommendations within the home. This influenced the tagline ‘Timeless style, meet future thinking.’

Considered Collateral

We combined these elements to create a brochure and set of postcards to display stylishly in each room with take-away information for visitors. The brand was further extended across signage, digital tiles, print advertisements and social media assets.

Difference in the detail

Key to our strategy was to explain the level of detail in such a well designed home. Six short videos were created on different aspects of the home to highlight the ingenuity of the home, and the sensitivity of style and design across all aspects of the build.

ACT & Southern NSW: 2017 Home of the Year + Custom Home of the Year Special care has been taken to craft a home of distinction. Inclusions such as shadow cornices in the ceiling, the flushed skirting boards, recessed curtain pelmets, Travertine floor tiles, black door handles, light boxes, tap ware and fixtures, makes for a home that is sophisticated in its simplicity. The Kew showcases the flexible and innovative ways a home can be designed to suit a family’s needs.

housinglocal.com.au

Classic Constructions saw record numbers through the doors on opening weekend, and have maintained high traffic since. Website traffic has increased by 73% and the number of enquiries received by Classic Constructions also increased since the campaign rolled out.

Clever Communications

The delivery of this highly successful marketing campaign was due to our integrated approach; combining beautiful design with clever marketing. Our communications partner Nerio Communications developed a teaser campaign, and then leveraged targeted social media marketing and appropriately selected channels, to broadcast the assets designed and created by CRE8IVE.