Life Long™
BRIef
Build a property development brand from the ground up.
With aspirations to establish itself as a celebrated thought leader in residential, domestic and hotel markets, a fitting name was required: something contemporary, high-end and professional — something able to carve its own niche within a cluttered playing field.
After rigorous research and ideation, ‘Luux’ was chosen as the moniker to represent this new venture.
Encapsulating luxury, elegance and sumptuousness in a variant spelling of ‘luxe’, the name was perfect for an independent Australian property development company specialising in luxury lifestyle creation through investment in land opportunities and architecturally designed spaces.
The enemy of mass-production, an opportunity existed to satiate the desire for a more considered approach to lifestyle design and an overall experience of affordable luxury that was more bespoke and personal.
STRATEGY
Antoine de Saint-Exupery once wrote that perfection is achieved not when there is nothing more to add, but when there is nothing left to take away. Historically, the concept of luxury was reserved for the wealthy and focused on monetary elements — opulence, excess, inessentials.
Over time, with modern life becoming increasingly complicated as well as economically democratic, ‘luxury’ as an aspiration now sought attention through being almost the opposite — effortless, sophisticated, understated.
Amongst a sea of camouflaged monotony, simplicity stands strong — allowing imaginative design to take the spotlight. It’s minimalism with maximum impact. And it’s what lead to our strategic insight: future retro.
As a trusted creator of luxury lifestyle in a world reimagining the very idea of luxury and lifestyle, Luux was poised to provide that dash of daily brilliance, that opportunity to unplug — to luxuriate every day — not just on weekends, holidays or in retirement. But to do so, it needed more. It had the foundations and framework. Now it needed a roof, and lick of paint.
SOLUTION
So, what makes a new business unique? From the suburbs we hone-in on (and those we actively avoid), to the architects and interior designers we employ, to the carefully hand-picked team of trades and suppliers, ours is a holistic and considered approach. Nothing is cookie-cutter. Everything is bespoke. And it all aligns in our brand formula.
affordable luxury + future retro = life long
Borne from our brand vision, Life Long™ is a commitment that promises longevity, responsibility and enduring quality. It is the essence of our master brand and the inspiring statement that drives us forward. It represents the values we hold dear in everything we do. Even our business cards which — at 540 gsm, duplexed, white foiled and deep embossed — are tailor made in the true sense of the craft. And as with all great designs, it is no coincidence that our mantra shares two very distinctive features with our logo: the L ⅂ poetically “locks up” the Luux Properties name in a finger frame symbolic of a world view that is wholeheartedly Life Long™.
fashion / ˈfaʃ(ə)n /
Combining the disciplines of building, craftsmanship and attention to detail with more lofty notions of style, vogue and zeitgeist, Fashioned by Luux™ consummates the relationship between the individual and placemaking. When invoking the art of ‘fashioning’, Luux® considers all things bespoke, unique and tailored for the client — framing a worldview by helping people to picture their dreams and focus on their needs.
properties / ˈprɒpətiːz /
A deliberate double entendre, the word ‘properties’ fuses the ideas of land, construction and investments with notions of individual attributes, qualities and characteristics. As an independent Australian property developer of luxury lifestyle and unique spatial experiences Fashioned by Luux™ and a Life Long™ aesthetic brand vow, the Luux® Properties build was now watertight.
CONEXIONS™ PURLIEUX – PROSPECTUS 2020 (1 OF 28)
website CONSTRUCTION
As part of the holistic strategic brand identity package, a simple SquareSpace website was designed and populated with foundational copy and imagery. The holding page was implemented as an interim digital presence (per project staging) linked to the Luux® Instagram feed and devised to capture organic enquires.
EFFECTIVENESS
Since its inception in late 2018, Luux® Properties has worked tirelessly with government, council, urban planners, hoteliers, architects and designers to present a feasibility proposal to the NSW Department of Planning & Environment, in anticipation of DA approval in the first quarter of 2021.
“THE WORK MARTI DID WAS PURELY AND SIMPLY, NEXT LEVEL. HE CONCEIVED OUR WHOLE BRAND ARCHITECTURE AND NARRATIVE, ESTABLISHING OUR PERSONA AND VOICE WHILE STEERING THE DESIGN TEAM TO REALISE HIS, AND THE LUUX, CREATIVE VISION. MARTI ALSO BECAME AN INVALUABLE MARKETING AND PR PARTNER, LIAISING WITH SUPPLIERS, ARCHITECTS AND GOVERNMENT BODIES IN THE PROCESS OF ADVANCING OUR ‘CONEXIONS’ PROJECT TOWARDS DA APPROVAL.”
Client: Luux® Properties • Role: Creative, Marketing + Communications Director • Production: Founded by Design, The Distillery