Theola 5 Thornton brand book
Creative DirectorsMike Thompson, David Keeling
Design DirectorKevin Lam
ContributorsKenny Smith, Cieran Murphy, Renderhouse, Printcraft
“You know what you’re doing, so get on with it” more or less sums up the brief.
John is one of the rare clients who understands that while he is an epic property developer, strategy, design and branding are not his skillset. He gave us the project overview and outlined his approach to adding value to each residence: by championing a unique creative collaboration between four true masters of their craft: Architect Liam Proberts, internationally renowned for his subtropical residential designs; Chef & Restaurateur Thierry Galichet, whose years of culinary magic would inform the design of Thornton’s kitchen and entertaining spaces; Gallerist & Curator Phillip Bacon AM, whose insight into displaying art to its true potential would shape each residence’s gallery space and Ralph Wilson whose infinitely collectible artwork would grace Thornton’s foyer.
With only 12 residences available, purchasers would be in a very exclusive group. The brand book would need to clearly elevate the project beyond the ordinary and far above all the other contenders in the market.
For Thornton we needed to deliver a deep, rich back story, both as a luscious visual narrative and a compelling written river that would inform conversations between those in the know.
Brisbane is a city that has been slowly, but resolutely, working its way from near ‘country-cousin’ obscurity to ‘6th on the list of world’s most liveable cities’ superstardom. The Thornton Brochure needed to be less brochure and more book - to tell not just the story behind the remarkable collaborations that shaped this remarkable residential tower and its exceptional location; the materials chosen for the exterior and interiors and the corresponding elite craftsmanship, but the bigger story of Brisbane and everything that would be readily on your doorstep if you chose to become a resident.
As a studio, we have to constantly advocate (a polite word for fight) for great. Whether that’s engaging a photographer with an exceptional eye (Kenny Smith) or battling to ensure collaborator’s portraits (all shot in different locations by Ceiran Murphy) look seamlessly consistent. Renders for the project were incredibly important. They are a vision of the future before it becomes reality, giving purchasers the opportunity to imagine themselves in their new home, hanging art on the walls and entertaining on the north-facing deck with spectacular panoramic views across a breathtaking Brisbane night-time skyline.
The Thornton book needed to be a metaphor for the building: beautifully designed & crafted, substantial and a feast for the eyes. Often value is measured in prestige. Can I own something no one else can have, that everyone would like to have? With only 12 residences available, purchasers would be in a very exclusive group, and only those who had been vetted as clear prospects were given the Thornton book. It became rare, requested and desirable, much like residences themselves.