I was commissioned by Fabio Ongarato Design to write two sales brochures for a boutique residential property development called Rockley Gardens. The two sales brochures were distinctly different in tone. For the first brochure, my copy brief was to satirically position Rockley Gardens as a highly desirable, well-connected, one-of-a-kind residential address. I created a series of tongue-in-cheek illustrated storylines depicting life in Rockley Gardens and the surrounding neighbourhood of South Yarra. I worked closely with the Account Manager to produce introductory, summary and foundation text to complement the storylines, as well as key headline statements for indicative advertising, social media ROI, email marketing newsletters, and hoarding.
See more examples of the illustrated storylines on the Rockley Gardens Instagram page.
The second sales brochure went into detail about the property, amenities, history, specs and neighbourhood of Rockley Gardens while promoting the key sales proposition of a highly desirable, well-connected and one-of-a-kind address. I wrote targeted marketing copy as well as digital conversions for use across print and digital advertisements. I developed high-end messaging about the design features of 49 apartments, a retail tenancy, on-site parking space and private park lands for use in EDMs, direct mail-outs and hoarding. The second sales book was not digitised as a PDF but you can view condensed pages on the Rockley Gardens website.