Scharp - Creative Studio

Posted 25th September, 2014

The exclusive Amber Camberwell – Scharp’s newest boutique campaign

Developer Luvarc Property appointed Scharp to create a brand that captured the luxury and sophistication of the development’s design and showcase it’s fine attention to detail.

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“We came up with an inspirational, yet clever and memorable name of ‘Amber’ that sits within the spelling of the suburb name of Camberwell. Amber also conjures up emotions of beauty, warmth and sophistication having alternate associations with the jewel and alluring orange-yellow colour. Creating a point of difference from other developments in the area was essential and the ideas behind Amber set the tone and message for all marketing collateral, from brochure to website to display suite,” said Malcolm Schapel, Creative Director of Scharp.

Set amongst the leafy residential neighbourhood of Camberwell, Amber offers contemporary apartment living on the cusp of a village atmosphere. Appealing to investors and young-at-heart owner/occupiers, the Amber brand is understated, classic and timeless, embodying its beautiful finishes and light filled aspects. Paying homage to the lush environment of its surrounding tree lined streets and parks; Scharp developed an elm leaf motif and set it aside iconic portraits of neighbouring cafes and villages to evoke a sense of sanctuary within our busy city.

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Nic Cuni, Director of Residential Projects at CBRE, who managed the project marketing and sales of Amber said, “I was immediately drawn to the project because of the considered design of the larger apartment layouts which are more akin to the local owner/occupier market. With Adele Bates on board it also added extra sophistication to the interior design that is synonymous with Camberwell’s understated luxury.

Developing the campaign with Scharp was fluid and streamlined – not only are they the creative agency, they are the 3D artists as well. This not only affords a lot of time efficiencies but also a deeper understanding of the total project which is key to the developments overall success. Amber provides the opportunity for so many buyers who are vying for the opportunity to be a part of the illustrious suburb of Camberwell,” said Mr Cuni.

From the considered design, high quality finishes and boutique nature of the project, Amber is set to be a sell-out.

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