A high-ticket development in a prime position on the Grey Lynn ridge, Crest targets an emerging market: sophisticated empty nesters moving in from the suburbs. We developed the name and branding to reflect this premium positioning. And rather than a loud retail voice, we chose a more discreet tone – with the language and art direction being just-so. Elements include brand strategy, naming, look & feel, collateral, website, hoardings, show suite materials and advertising. The campaign won Best Asia Pacific Marketing Campaign (and runner up overall) at the 2017 International Property Awards. In a rapidly tightening apartment market, Crest is now under construction.