Hawk & Handsaw
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THE SPRINGFIELD

THE SPRINGFIELD

 

BRAND IDENTITY • LOGO • SIGNAGE • BROCHURE • PHOTOGRAPHY • PRINT & DIGITAL ADVERTISING • PHYSICAL & DIGITAL DIRECT MAIL • COPYWRITING • TONE OF VOICE • WEB DESIGN

 
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Home in harmony with nature

Building developments are often seen as industrial eyesores that disrupt the surrounding area. In creating the branding for The Springfield, a new luxury development in Melbourne’s desirable Toorak neighbourhood, Hawk & Handsaw saw the opportunity to create a brand look and feel that would fit seamlessly into its surroundings, elevating rather than detracting from the area, and ultimately creating interest in the property before building had even begun.

 
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Using the idea of creating harmony and elevating its surroundings, we set out to develop a unique look and feel for the brand that would fit seamlessly within the neighbourhood, drawing inspiration from Frank Lloyd Wright’s ‘Falling Water’.

Working with the name ‘The Springfield’ and the individual architectural aesthetics of falling water, climbing foliage and the harmonious space in between, we created a brandmark that fuses the spirit of the construction and name together. Elements of William Morris print were used create a classic, welcoming feel to the brand while complementing the leafy surroundings of Toorak.

The Result

With only hoarding, the branding sold $6m worth of residences and received compliments from locals for its visually appealing signage that didn’t detract from the neighbourhood. Throughout the project the brand would make over 3 million marketing impressions and sell $40m worth of residences in only 8 weeks.

 
Springfield Hoarding
The good building is not one that hurts the landscape but one which makes the landscape more beautiful than it was before the building was built.
— Frank Lloyd Wright
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"Together we were able to modernise property marketing and accelerate sales based on signage alone. Results like this are testament to the intelligence and creativity Hawk & Handsaw bring to their collaborations with us. Across the multiple touchpoints these projects contain they continued to deliver time and again."

- Elli Lefkos, Marketing Director, Chapter Group

 
Springfield Kitchen
Springfield Dinner Party
Springfield Dinner Party
Springfield Flipbook
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Springfield Website
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Springfield Branding