Embassy Apartments
Lavish Luxury Apartments with Scandinavian design
Background
Traffic was approached by R&W and Raine & Horne to develop a brand strategy, brand identity, website and roll out plan for a new residential project in the prestigious Double Bay area in Sydney. With prices starting at $2.2 million, this was no ordinary project. The building consists of 14 apartments, comprising 2 – 3 bedrooms, all spacious and high-end in design.
Strategy
To develop the unique value proposition, Traffic conducted the necessary research; defining the target market, reviewing competitors and comparators, and unearthing the key points of difference of the new project. Situated in a prime location, the residence promises proximity to the Sydney Harbour foreshore, a European-style village and a vibrant retail precinct. With this in mind, we targeted discerning gentlemen, 50+ with refined taste, seeking to downsize from grand residences in the area, without giving up their desire for high-end living.
Solution
One of the differentiating factors was the heritage of the site, which was once the Finnish Consulate. Recognising that Embassies are inherently lavish buildings located in prime positions to portray a sense of power, we built on this strength. The name chosen for the building was Embassy and the look and feel drew on Finnish colours and Scandinavian design. The subsequent positioning and identity is high pedigree, but not ostentatious, luxurious but not gaudy. And our personality is characterised by charm, skill, diplomacy and maturity.
