“Crafted In Nature”
Located 8 kms north of Sydney's central business district on Middle Harbour on the leafy premium escarpment of Castlecrag, The Postern is a truly unique mixed living development containing 7 luxury apartments and 3 commercial offices.
Inspired by the original vision of Walter Burley Griffin and Marion Mahony Griffin who developed Castlecrag as a planned development in 1921, The Postern has been created to melt into the natural contours of the land, with flat roofs that preserve the skyline and extensive native landscaping which restore the traditional beauty of the natural environment.
Castlecrag is a suburb of historical significance. It was designed and created as an experiment in community planning and living, accommodating for "the liberal intellectual, theosophical, anthroposophical and natural history views of its inhabitants".
Early homes in Castlecrag were built using natural stone to blend into the environment with the focus on creating "the human touch" as distinct from mass production.
As the community is very attached to the local culture and lifestyle, and apartment blocks were not part of the planning until now; there were understandably a few detractors, supported by the community, who were against or reticent towards the project.
The brand had to articulate the legitimacy of the architecture of the future Postern, as a natural evolution of the suburb while preserving its unique visual aspect and identity.
TOAST delved into the history, natural environment and community of Castlecrag to understand the core of the community's values. Through this exploration, the strategic platform ‘Crafted In Nature’ was developed.
The purpose of this strategic platform was to capture the spirit of Castlecrag and pay homage to Walter and Marion Griffin’s original vision for balanced living immersed with nature.
The brand narrative needed to build engagement with the community and excite the potential buyers with content sourced from 3 key strategic pillars;
The Postern was born as a celebration of the existing land, and a building that perfectly marries native beauty with refined luxury.
Shaped by the land, this exclusive building is a private entrance to a unique paradise offering the best features of Castlecrag:
The marketing campaign was a success as all apartments were sold within 2 months time while the community welcomed the project as part of Castlecrag.