DNA

Our challenge for DNA Camperdown was to create a desirable and vibrant lifestyle story about a relatively unknown residential suburb which would capture the attention of the dominant first homebuyer market at the time of the launch. Our eye-catching, fun and eclectic brand was highly successful for the marketing campaign and won Best Design Award at the Australian Catalogue Awards.

The creative intent was to embody the living spirit of the Inner West suburb of Camperdown and express a strong emotional connection to living there. The diverse nature of the suburb lent itself to vibrant collages of images punctuated by brand statements that captured the sentiment of the desired target market.