Annerley Barracks Retreat
We are marketing a new development of 7 loft-style townhouses and 3 apartments in an adaptive re-use building.
Adaptive re-use means adapting old buildings for new uses while retaining their historic features. We’re converting a 1954 Australian Army Reserve military drill hall in inner-suburban Brisbane into an architecturally-designed (read: contemporary/groovy), yet easy-to-live-in home.
The townhouses feature loft-style living with large volumes of space, expanses of glass, a mezzanine level, outdoor decks/balconies, sky-lights and private courtyards. In recognition of Queensland’s climate there are outdoor decks and courtyards and a landscaped pool and barbeque area.
Key features of the development are its sustainability, great design and livability. This is a place that is well designed with the practicalities of living in mind.
While the development is in a quiet pocket it is also incredibly convenient. It is 5kms to CBD (10 minutes via car or 14 minutes by bus - from Greenslopes Busway Station or local bus stops). Being close to the South East Freeway residents can be enjoying the sun and surf of a Gold Coast beach within 50 minutes.
The area is serviced by coffee shops, restaurants, day spa, a 24 hour gym, grocery stores, bike paths and parks. Leisure activities, such as latin dance, Zumba, yoga, Nia dance, tennis, croquet and rugby are all in easy reach.
The buyers are most likely to be:
• Late 30’s to late 40’s – the purchase decision influenced by women
• couples – no kids or one or two children
• socially aware
• busy people
• experienced in home ownership - this will be their second or third home, or they may be empty-nesters downsizing from a family home
They will value:
• the convenience of city living
• sustainability (adaptive re-use)
• lifestyle – relaxation as well as interesting local activities
• modern design with a twist.
We want the buyer experience to be:
The style and tone of the development is:
• Appealing to young, or young at heart (eg. 40 is the new 30)
• Modern classic
• Elegant as well as warm and friendly
• Relaxed yet chic
• High quality
• Practical design
• Ecologically aware (demonstrated by use of recycled timbers, rainwater tanks, clerestory roof, reuse of materials (eg. frame of building, staircases etc)
• Reminiscent of industrial architecture (due to style of building and reuse of materials)
Attached are images to give you a sense of the type of development we have in mind.
We need a logo to brand the development, featuring the name: The Barracks at Annerley.
The brand also has a strap-line: Sustainable design for living. This line either:
A. needs to be incorporated into the logo or
B. a second version of the logo that incorporates the strap line is required
We do not want to appear:
• Drab – i.e. with use of military colours such as army green or grey
• Too mung beany
A few things to think about:
- The logo needs to be clear, strong, distinctive and vibrant
- Colour + mono (B/W) versions of logo to be supplied
- A format suitable for reversing out (where required against dark backgrounds) would be good
- Files required to be supplied as:
- Print file format - .a1 (CMYK)
- Web file format - jpgs – high resolution + low resolution formats
- Files must be appropriate for use with Mac computers and Indesign software
- No cartoons or clip art or stock images within the logo.
We look forward to working with you. A full copy of the brief is also attached