Smiling Mind
Gut Decision

Design can make the world a better place one daily problem at a time. I put forward the question to those around me and asked: Which day-to-day issue or problem would you like to improve or solve?

The Problem & Brief

After receiving an overwhelming response and one common problem that stood out was: Deciding what to make for dinner.

The problem statement: A busy person who feels indecisive about planning what to make for dinner but faces lack of time & dietary restrictions.

Research

Research Methods: 5 one-on-one interviews, 58 online surveys and had general conversations.

Synthesis

I took key messages from my research, colour coded (orange = findings; red = problems; blue = quotes; pink = needs/goals; and green = ideas / opportunities) and grouped them by similarity.

The highlighted group on the left (Group A / Julia Rossi) represents behaviours of people with:

  • families
  • fussy eaters
  • dietary requirements

and therefore, plan ahead.

The group on the right (Group B / Kayla Jonas) represents behaviours of people who:

  • are DINKS
  • crave food based on feelings/mood
  • tired
  • don't prioritise meal prepping

and as a result, decide last minute.

Ideating & iterating
Paying homage to the past while championing inspired contemporary design

Located on a heritage site in the highly-regarded suburb of Balmain, a collection of six indulgent freehold New York-inspired terrace residences have come to life. Showcasing beautiful materials and exquisite craftsmanship, Parkes Residences sets a new standard of luxury in the area. Clean lines, meticulous details, a classic and sophisticated colour palette and logo in the Parkes brand identity promise a timelessly elegant yet contemporary lifestyle to its future occupiers.

The Problem & Brief

Leda Property approached Delivery Creative initially to assist in rebranding Parkes' sister development, 100 Balmain apartments. Their concern with the previous brand was that it didn't reflect the price point and targeted buyers/investors.

Users & Audience

These luxury, boutique terraces are aimed at an affluent clientele who want to an exclusive piece of Balmain's steep history fused with top-shelf indulgence.

Team, Role & Scope of Works

As the lead designer, I worked with the Delivery Creative team across:

  • Naming
  • Brand identity
  • Guideline creation
  • Art direction
  • Wireframe + sitemap
  • User interface design
  • Brochure design
  • Online media
  • Electronic direct marketing
  • Print media
Naming, Brand Identity & Rollout

Initially, we explored the naming strategy from 3 angles. The name "Parkes" was chosen to pay homage to Sir Henry Parkes who lived in Balmain, a Premier of NSW and known to as the “Father of Federation”. It also referred to the proximity of two nearby parks on the same block.

The logo was inspired by decorative eaves of the heritage LUX soap building. The navy and copper palette was drawn from the indulgent living-room render, creating a moody and sophisticated look and feel.

One of the deliverables was a beautiful coffee table book showcasing these exquisite terraces and inner city lifestyle.

Outcome & Success

The initial take up very successful with an overwhelming amount of online registrations and digital engagement. There was a VIP cocktail celebratory party for the launch.

Connect and Belong

Convenience is integral to the appeal of Caddens Hill, with everything only minutes away. Offering land, or house & land packages, Caddens Hill focuses on family, community and connection.

This project proved to be very successful, with over 600 registrations in the first weekend, and a priority numbering system needed to control the demand.

The Problem & Brief

When I became the digital lead at Delivery Creative, we took on board a massive property project out in Western Sydney. With close to 1000 lots on offer, the brief was to design a site that was flexible to stylise, easily updated per release and to showcase the “connection” that this new Caddens community has to offer.

Users & Audience

The target users of the Caddens Hill website are first-home buyers, especially young couples and young families. These users need to see everything at-a-glance and at the later stages, the latest news & updates. The registration form is placed at the bottom of every page for their convenience, which is beneficial for the client’s database.

This website was also designed with a Wordpress CMS for the client to easily update and as a result, content modules were implemented.

Team, Role & Scope of Works

Having had previous experience designing and coding other websites from the ground up, I worked closely with the creative director and internal developer throughout the process. Working with the brand guidelines, I directed and actioned the design of:

  • Wireframe + sitemap
  • User interface
  • Website development management
  • Online media
  • Electronic direct marketing
  • Brochure design
  • Print media
User Interface Design & Reiteration
Back to basics

After consideration of user needs, we determined it was high priority for them to readily access the updates on the masterplanned community. We decided to display the menu in full (rather than in the burger icon). Adding a button on the initial view of the home page increased click through rates to the ‘News & Updates’ page.

Easy for the client, easy for the user

The main consideration of the Caddens Hill website was straightforward content management by the client. Itemised lists are utilised for ease of updating. These links are obvious for users/potential buyers to access information quickly.

Discovering more

I added in extra "explore more" sections at the bottom of each page to continue exploration of related features Caddens Hill has on offer. The client loved this.

Overwhelming interest

The whole aim of this project was not only to inform and entice potential buyers, but to obtain as many registrations of interest as possible. Caddens Hill currently has a multi-release, 2 year marketing timeline and I wanted to ensure that the registration form was as simple to fill out as possible. As with all designs, mobile compatibility was crucial for 40% of users accessing the site on their phones.

Outcome & Success

This project proved to be very successful, with over 600 registrations in the first weekend. Registrants camped outside to snap up their dream home. Subsequently, each stage release sold out in a matter of weeks with multiple meet-and-greet weekend events.

Blacktown hits new heights

Altitude Tower is set to be the tallest residential tower in the Blacktown, an area undergoing rapid transformation and growth. The “Blacktown hits new heights” campaign was very successful with over 90% apartments sold in the first week of sales.

I worked as the lead designer to ensure a consistent visual experience that reflected the luxurious and aspirational vision of Altitude Tower.

The Problem & Brief

Blacktown, just over 30 kilometres west of Sydney, is emerging from the shadows of its former stigma with the area undergoing public funding. With a growing demand for quality accommodation and a current shortage of premium residential options, the project needed to lead the way and set the standard for affordable luxury living in Western Sydney. Set to be Blacktown's tallest residential tower, it will catapult the Blacktown CBD into the spotlight, with the project heralding a new age of premium living for Sydney's fastest growing region.

Team, Role & Scope of Works

As the lead designer, I worked with the Delivery Creative team across:

  • Naming
  • Brand identity
  • Guideline creation
  • Art direction
  • Wireframe + sitemap
  • User interface design
  • Display suite design
  • Brochure design
  • Online media
  • Electronic direct marketing
  • Print media
Brand Identity & Rollout
Initial concepts

The fluidity of drawing by hand was the beginning of intentional ideas.

We thought about the letter “A” in Altitude and explored how that could be incorporated with the building render. The foil finish not only accentuates the copper tones within the façade but adds a sophisticated feel to this new tranformation of Blacktown.

The bigger, the better

In selling the dream of owning a new apartment with city views in Sydney’s West, I spoke to some peers about what was enticing when it came to buying property. Large, panoramic images were incorporated with subtle parallax scrolling to create a sense of vertigo and “reaching new heights”. The single page design and menu across the top also encouraged the user to quickly jump to a section and oversee information without being overwhelmed.

Outcome & Success

The “Blacktown hits new heights” campaign was very successful, with over 90% apartments sold in the first week of sales. It received widespread media attention online, Domain and on Channel 9 news.

A sunny change within the cloud

Virtuelle Group needed a new identity that was fresh, positive and distinguishable from their competitors while still maintaining their reputable, corporate identity.

Brand identity and website

The logo design follows the idea of "establishing connections" and was inspired by computer network systems and nodes. This overall branding translated into a multi-level website, which is currently undergoing a refresh (3rd & 4th image) to push forward Virtuelle's position as a leader Australian IT industry.

The best of both worlds

Located in Roseville but targeting the Chastwood market, Chatswood Rose was built around the concept ‘Best of Both Worlds’. Offering both an urban and suburban setting, the campaign rollout focused on this fusion of convenience and tranquility, work and play and east meets west.

The creation of this sophisticated and attention grabbing brand along with website launch just after Chinese New Year produced excellent registration results.

The Problem & Brief

Positioning this brand was a major challenge as this development is wedged in between the busy Pacific Highway and the North Shore Train line.

User Interface Design

Working alongside the creative director and project management team, we positioned our brand by using Chatswood, Roseville's neighbouring suburb, as our selling point. The website emphasised "the best of both worlds" messaging throughout. The brand's striking visuals are engaging for potential buyers

Outcome & Success

Still in its infancy launch stage, Chatswood Rose has had over 400 registrations leading up to the VIP grand opening. It has received widespread attention in the media and in the overseas Asian market.