The Winerack Apartments

The branding and marketing work we created for The Winerack positions them as a premier luxury development, appealing to its target audience while showcasing its unique features and surroundings.

The development represents more than just a collection of luxury residences; they symbolise growth, prosperity, and a higher standard of living for Ipswich residents. At WHAT associates, our mission is to elevate Ipswich as a vibrant destination for living, working, and visiting.

Our work encompasses a diverse range of brand, signage, design and promotional materials, to enhance the property’s visual appeal and marketability:

• Name Origin: The name “The Winerack” was inspired by the initial appearance of the structure, resembling a wine rack due to its series of slots. Despite its initial state, the name was retained for its uniqueness and the association it carried.
• Branding Strategy: The branding strategy was influenced by the ever-changing environment surrounding The Winerack, with reflections in water, glass, and buildings being key elements. The design collateral, including the logo and visual elements, was inspired by the building’s transformation from its original concrete skeleton to luxury homes with expansive views.
• Colour Palette and Design Elements: The colour palette was drawn directly from the waterfront environment, with dark grey representing the window frames of The Winerack. The ‘window’ motif was used throughout the design to frame views and create focus. Additionally, a secondary graphic was incorporated to support the main logo and enhance the brand landscape.
• Target Audience: The target audience for The Winerack included first-time homebuyers, downsizing retired couples, single individuals, and property investors. This understanding of the audience informed the branding and marketing efforts.
• Social Media Management: A comprehensive social media strategy was developed to plan the launch campaign, with a focus on platforms like Facebook and Instagram. Paid advertising supported daily posts, and a clear timeline was established for pre-launch, launch, and post-launch content.
• Illuminated Signage: The illuminated signage installed outside the building serves as a prominent identifier, attracting attention and guiding visitors to The Winerack. Its sleek and modern design not only adds to the aesthetics of the property but also reinforces our brand presence.
• Wayfinding Signage: On-site wayfinding signage plays a crucial role in directing residents, visitors, and delivery personnel within the complex. Clear and intuitive signage helps enhance the overall user experience by minimising confusion and facilitating smooth navigation throughout the property.
• Window Manifestations: Window manifestations on all glass entrances into the building serve both functional and aesthetic purposes. They provide privacy while also adding visual interest to the building facade. Additionally, these manifestations incorporated branding elements to further reinforce The Winerack’s identity.
• Advertising Hoardings: Advertising hoardings strategically placed around the property while it was under construction served as effective marketing tools to promote the residential and commercial offerings of The Winerack.
  Window Graphics: Window graphics on Commercial windows serve as additional advertising space to highlight the amenities, features, and benefits of The Winerack. Eye-catching graphics and persuasive copy can entice passersby and generate interest in the property.
• Website: The website served as a marketing platform showcasing the benefits of living on the waterfront, featuring an interactive brochure and providing essential information about the luxury development.
• Brochure Design: The brochure design reflected the dynamic environment surrounding The Winerack, incorporating foils and textures to create a luxurious look and feel. High-quality paper and binding techniques were used to enhance the overall presentation. The attention to detail in the design of The Winerack’s brochure reflects the luxury and exclusivity of the development: Debossed Repeat Pattern: The debossed repeat pattern on the cover adds texture and tactile detail, inviting readers to engage with the brochure physically. This technique creates a sense of depth and sophistication right from the start. Foiling with Blue Metallic: Inside the brochure, Favini Papers Burano Prussian Blue paper is foiled with blue metallic where the river runs through Ipswich. This adds a touch of elegance and visual interest, enhancing the overall aesthetic appeal. Transparent Simulator Paper: The use of transparent simulator paper serves a functional and aesthetic purpose. It differentiates between floor plans and other content, providing a clear transition while also adding a modern and sleek element to the design. High-Quality Paper: Content pages are printed on Heaven 42 soft, matte-coated paper from Scheufelen. This choice of paper ensures a luxurious feel and enhances the readability of the content, providing a premium experience for the reader. Binding Technique: The brochure is bound together with a 3-hole sewn binding with ‘Winerack’ Blue thread. This binding technique not only adds to the visual appeal but also ensures durability and longevity, reflecting the quality of The Winerack development itself.