The Buckley – Raising the bar for apartment living
In the heart of one of Melbourne’s most multicultural pockets, a bold new development at 90-92 Buckley Street, Footscray, demanded a bold and original marketing campaign befitting of its eclectic surrounds.
The project is the forth that Keystone Property Group and Kavellaris Urban Design have worked on together. With a brief to create a development that mirrored the eclectic nature of the area, The Buckley is set to become a distinctive and memorable landmark building in the heart of Melbourne’s inner west.
Developer Keystone Property Group entrusted Scharp to create a brand that captured the modernity of award- winning architects KUD’s distinctive design.
“We opted to use the creative services at Scharp because we really wanted to showcase the potential of the property to the purchaser and make our potential buyers sit up and take notice. A strong marketing campaign is crucial to the success of a development,” said Luke Daley, Director at Keystone Property Group.
“Our first question was how can we make The Buckley stand out in a neighbourhood where numerous developments are vying for the same market?” said Malcolm Schapel, Managing Director, and Creative Director at Scharp.
Scharp drew inspiration from the dynamic locale and ‘on-the-go’ lifestyle of the development’s target market. “Our photographer created portraits of the local businesses and people that are the lifeblood of Footscray,” said Schapel.
By using the bold design and eclectic nature of the area, Scharp weaved a unique urban narrative that stood miles apart from its competitors. “The Buckley is an iconic part of the neighbourhood; we aimed to create a campaign around its strongest selling points – the location’s character and position right in the heart of Footscray.”