Graduate Apartments

The thriving South Eastern corridor

Graduate presents the first development of its kind in Noble Park. Certainly a bold move from Mider, but also a real opportunity to cut through all the empty promises in the market by telling a real and clear story hinging on the investment opportunity and convenience of location.

The Challenge

The first step for us was deciding how best to distil the essence of an area that is still forming its identity. In Noble Park, we uncovered a strong sense of community and culture, that is coming to grips with the early stages of urban renewal. Our challenge was how best to balance these interests, whilst getting people from surrounding areas, and even the City, to consider a purchase in the thriving South Eastern corridor.

To do this, our recommendation was to steer clear of any messaging or creative that made empty promises, but to sell the product for what it was – well design and priced, cleverly curated with useful amenity, and perfectly positioned within walking distance to Noble Park station, giving access to Monash University and Monash Health Campus nearby, and the City beyond.

The Approach

We set about creating a brand identity with a strong, contemporary typographic hierarchy that also referenced the heritage and known educational pedigree of the area.

Given the lack of Broadsheet level amenity in the area, the photography brief for Graduate centered on more detail driven imagery, local community level amenity and green open spaces, and of course, educational facilities. We also set out to capture a few hero City images around the river and Flinders Street to help give context to overseas markets.

We also decided that hired, posed talent would look inauthentic in such a campaign, and so concentrated instead on capturing movement, moments in time – people utilising local amenity and parks, heading to class at Monash, a City bound train coming into the station, etc.

This identity and visual language was applied to the usual suspects, hero sales brochure, agent flipbook, press and digital advertising; but also within the onsite sales suite.

Graduate presents the first development of its kind in Noble Park. Certainly a bold move from Mider, but also a real opportunity to cut through all the empty promises in the market by telling a real and clear story hinging on the investment opportunity and convenience of location.

Graduate presents the first development of its kind in Noble Park. Certainly a bold move from Mider, but also a real opportunity to cut through all the empty promises in the market by telling a real and clear story hinging on the investment opportunity and convenience of location.

Graduate presents the first development of its kind in Noble Park. Certainly a bold move from Mider, but also a real opportunity to cut through all the empty promises in the market by telling a real and clear story hinging on the investment opportunity and convenience of location.

Graduate presents the first development of its kind in Noble Park. Certainly a bold move from Mider, but also a real opportunity to cut through all the empty promises in the market by telling a real and clear story hinging on the investment opportunity and convenience of location.