8 Louise Melbourne

WINNER – The Urban Developer Marketing Excellence Award 2023
FINALIST – AGDA Design Excellence Award Best Brand 2024

LOUISE was born at the most challenging of times for Victoria, when we faced the toughest of COVID restrictions. We were tasked to create a bold brand and marketing campaign that would appeal to a wide target audience, including First Home Buyers, Investors, Downsizers and Rightsizers.

louisemelbourne.com.au

Scope of works

Brand Identity
Campaign Direction
Art Direction
Digital Design
Creative Strategy
Copywriting
Graphic Design
Illustration
Soundscape

Solution

We created the LOUISE brand and campaign with a clear understanding of the market forces and property landscape at the time. Strategically, we looked at every audience and every niche, leveraging on research and data. Our marketing campaign was agile and targeted, pivoting and adjusting our messages in real time. Each marketing piece was like a letter from a friend. Always speaking in first person, this highly personal approach saw us signing off with “All the Best, Louise” at every opportunity. Following its initial launch, we further developed and tailored messaging that were deeply engaging and relevant to each buyer audience. We also challenged the standard channel delivery model for property with our social content strategy, creating more touch points for potential buyers.

TEAM

Client

Samuel Property
Branding

Studio White Noise (obviously)

Andreas Pranoto

Lauren Messina

Claudia Boman

Ross Karabelas

Kayla Paramesti
Architect & Interior Designers

Cera Stribley
Landscape Architects

Acre
Sales Agent

Blair Property Group
Development Partners

Hummingbird Developments
Copywriter

Weina Ha
Media & Web Developer

TAG Direct
Render Artists

Flood Studio
Print Production

Dr Print
Illustrator

Matthew Chan
Photographers

Floodslicer
Mike Lam
Signage Production

Outcry Media
Film Production

Floodslicer

Annotate Media