Rockley Gardens

 

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I was commissioned by Fabio Ongarato Design to write two sales books and all associated marketing collateral for a boutique residential property development called Rockley Gardens. The two sales books were distinctly different in style and tone. For the first sales book, my 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 independently developed each storyline and briefed the international artist on the artwork that should accompany it.

I then worked closely with the Account Manager to produce introductory, summary and foundation texts to complement the storylines, as well as key headline statements for indicative advertising, social media ROI, email marketing newsletters, and hoarding. You can view the first sales book here and view examples of the illustrated storylines on Instagram here.

The second sales book factually described the property, amenities, history, specs and neighbourhood while maintaining the key sales proposal of Rockley Gardens as somewhere highly desirable, well-connected and one-of-a-kind. I wrote targeted sales copy plus digital conversions for use in print and digital advertisements. As well as succinctly outlining the defining attributes of the 49 apartments, retail tenancy and on-site parking spaces, I emphasised its unique architectural design and landscape features, as well as its proximity to the park. The second sales book has not yet been digitised as a PDF, but you can learn more about Rockley Gardens and download a copy here.

This was the second residential property development campaign I was commissioned to work on by Fabio Ongarato Design. To view my work on Lindsay Brighton, click here.