The Winerack Apartments

Case Study

The Winerack name was born ‘so-called’ because, in its unclad state, the structure was made up of a series of slots resembling a wine rack. It remained like this for ten years before it was redeveloped. 

We began working with The Winerack in 2018. We liked the name and encouraged the new owners to keep it for the luxury development.  The environment which surrounds The Winerack is constantly changing with reflections in water, glass & buildings. This was a key consideration to our branding strategy and strongly influenced the design of all design collateral. The geometric design represents the concrete skeleton at the core of the building and how once clad, it was transformed into homes where the empty voids were replaced by windows with wonderful views across the Waterfront and the surrounding area. There are four quarters which make up The Winerack – we felt this was an important factor to consider in the design as too was the positivity this development will have on our town so we included a ‘plus’ in the centre.  The colour palette has been lifted directly from the waterfront environment and the colours captured whilst we photographed The Waterfront, Ipswich. The dark grey colour is taken from the window frames going into the Winerack, framing the surrounding views. The ‘window’ device is used throughout the design work to frame the views and create focus. The secondary graphic is used to support the main logo and add to the brand landscape. It is used as a single object, overlaid on an image to create a sense of focus, or as a repeating pattern. 

Brand strategy was key to understanding our audience and building a brand they’d relate to. The customers were split between first-time home buyers, down-sizing retired couples, single people and property investors. 

Social media management, strategy and content creation

Planning the launch campaign on social media was a huge opportunity to attract new followers, make sales, and make residents of Ipswich proud of the new development with its’ halo effect on the town. We worked on strategy for the launch, starting with the end in mind: their goals and KPIs. Brand awareness was key, improving brand perception, driving sales, and building a community of potential buyers.  We had conducted full customer profiling at the brand strategy phase so we had a clear idea of who we are aiming at, where they were and how best to interact with them. We identified the best channels to use and focussed our efforts where we knew we’d gain the best return on investment; Facebook and Instagram. Paid-for-advertising supported the daily posts and the narrative of the development was played out on social feeds. We put a timeline in place and schedule to deliver: Pre-launch, Launch, Post-launch follow-up and regular content. We managed @Thewinerackapartments accounts before passing on responsibility to their marketing manager after a year. We continue to support them with content creation and creative direction.  

The website showcases all benefits of living on the waterfront, an interactive version of the brochure and acts as a marketing platform for the luxury development. 

Brochure
The environment which surrounds The Winerack is constantly changing with reflections in water, glass & buildings. This was a key consideration to our branding strategy and strongly influenced the design of the new brochure. 
We’ve used 2 foils on the cover; grey and beautiful Iridescent foiling from @foilcoltdadding diffraction patterns and movement to the cover of the brochure for the 3rd Quarter apartments. 

We wanted it to feel and look luxurious. On the cover, there is a debossed repeat pattern that adds texture and tactile detail. Inside @favinipapers Burano Prussian Blue has been foiled with blue metallic where the river runs through Ipswich. Transparent simulator paper differentiates between the floorplans and the content adding a transition stage. Content pages are printed on beautiful Heaven 42 soft, matt coated paper from Scheufelen. Bound together with 3 hole sewn binding with ‘Winerack’ Blue thread.