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SKYE BY CROWN

Branding, Editorial Design, Graphic Design


Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
Skye by Crown by Cindy Erlina (cindyerlina),branding,desain editorial,desain grafis
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ABOUT THE PROJECT
Skye is a building that is organic & sculptural with a rooftop garden and boasts the first infinity pool in Australia. The strategy was to position Skye as ‘an object of desire’. We celebrated preciousness and scarcity and based the brand on the emotional connection with the product, rather than the product itself. The creative execution was phased, starting with a symbolic sculpture of the building to create intrigue before revealing the actual product.

This record-breaking campaign was Crown’s most successful launch in history. Within the first day of the pre-launch, we generated $110,032,000 of sales exceeding target by 57%.

WINNER Development Marketing Award – International Property Awards
HIGHLY COMMENDED Australian Catalogue Association
NOMINATED Design Effectiveness Award – ADMA
SEMI-FINALIST Single Market Property Category – APAC Effie Award

Designed at PLAY Communications
Design Director: Marco Cicchianni
Design: Cindy Erlina

Uploaded 27 August 2015

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