Simonds is an established industry leading home builder in Australia. In 2019, they wanted to refresh their brand, elevate their existing range of homes and modernise marketing materials, to increase brand awareness and sales of homes. The outcome was a total brand refresh, from logo adjustments, photography, design look and feel and improvement to print production. Since, it has been adopted throughout the business and adapted for digital.
The concept of the new photography was to capture relatable moments of people, families and four‑legged friends in real life moments, which would work well across print and digital. Resulted in art direction and production of a 3 day shoot with 22 settings, across 4 homes, involving 15 models and 2 dogs. Photography by Serena Galante. The previous look and feel focused on house facades with a heavy use of the Simonds red, Simonds wanted to move away from that to appear more refined and aspirational. To bring balance and openness, whilst maintaining the iconic brand mark, the house icon was reduced by 54%. The result allows for a ‘bigger brand presence’ within the same amount of media space. A new typeface was introduced to the family, alongside a refined layout design. To elevate the brand, paper stock was carefully selected to feel luxurious to touch, and have sustainable qualities to lower the impact of the print process on the environment. To reduce waste, brochure covers were mass printed with foiling and stored. When required, small runs of relevant internal pages were printed, trimmed and bound with the cover. Combining all the elements of imagery, typography, brand mark, layout and stock, a refreshed sophisticated look and feel was born. A suite of brochures were constructed and designed for all display homes nationwide and catalogue product brochures for each state.
Further down the page, shows a newer updated catalogue product brochure, released in 2021. It displays how the brand look and feel has evolved, still using the lifestyle imagery from 2019, incorporated with newer photography which follows the same guidelines. Work completed whilst Senior designer at Strange Animals.