Thursday, July 19, 2018


Ever wondered what happens behind the words? In this case study, we introduce a recent piece of work we worked on for the agency, Assembly, to offer the creative process for how this type of content comes together.


The work 

Content creation


The brieF

Moda is a forward-thinking property developer that creates homes of a calibre rarely seen in Australia. So, to appeal to buyers for their newest project, they sought out project marketing agency, Assembly, to do something a little different, and create something very special for their newest project at 97 Mathoura Road, Toorak.

As a result, we were brought into the project to create words for two documents: a bespoke case-bound feature brochure, as well as a ‘study booklet’. Both would reflect the chosen narrative, ‘the artistry of architecture’ and reflect the uncompromising level of craftmanship and detail by the project architects, Carr Design Group.


The process

The challenge for Atrium was to create a new language and tone of voice not often seen in property project marketing. The tone was required to be pared back, simplified and elegant, which at the same time conveyed the deeply rich and sophisticated level of finish throughout each of the seven luxury residences.

We needed to be closely responsive working through a number of iterations of content, as well as display the writing style necessary to suit the project.

A further catch was the deadline- around two weeks - from concept brief to delivery, which we met.


The result

In this project, the content perfectly matched the high-end design and project presentation. In fact, only around 30 of the case-bound books were printed, which featured a hand-made leather wrapped tray cradling the two brochures within. Furthermore, the study booklet contained exposed stitching, reflecting the craftmanship of the project. Both were in keeping with the Moda brand philosophy of ‘celebrating the best’, and both have helped sell the project to a discerning market.


 This collaboration was the result of great work by all involved. Many thanks for the opportunity Assembly!