The Long Game (Design Impact)We spent 5 years prior to launching 122 Roseneath St building a community through Assemble Papers – a like-minded audience who value design, the environment and small footprint living. We have built an online community of over 40,000 across our digital channels and celebrate in print with a circulation to 30,000 each year. Our readers are highly engaged and supportive of our brand purpose and values, resulting in immediate and tangible interest in our development when it was first announced.
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By adapting the principles of human centered design, Local Peoples created a framework for marketing off-the-plan apartments that resulted in 80% of contracts (or $42 million in sales) signed on the first day of launch within 12 hours.
The approach succeeded in changing the way people think about small footprint living by creating a campaign in which sustainability and the lived experience of inhabitants was the focus. Communication design deliverables varied from a brochure to online survey styling, event branding and curation, and experience design as part of our 20+ sessions of design presentations to the community.