Mount Haven
Brief
Toliman Developments had recently completed work on the showhome for their ‘Mount Haven’ development of properties, the first panorama sea view properties to be built on Marazion’s Area of Outstanding Natural Beauty classified land in two decades, overlooking the iconic St Michael’s Mount.
In a lot of ways, the homes could sell themselves. Beautiful location, stylish design and well-made, the homes would surely attract attention. The brief then, was to ensure that those purchasing them had a thorough understanding of what it meant to join the Cornish community, attracting those who wanted to be an active part and contribute to the Marazion scene.
So, Idenna were brought aboard to write, design and shoot photography for a luxury journal that those viewing the properties could take away with them. The journal and the articles it contained needed to paint a picture of Cornish life and culture strong enough to lure readers into everything Cornwall has to offer.
The Plot
Articles were assigned to members of the copy team across topics that best suited their individual writing strengths and interests – pieces covered cuisine, art, history, interior design, travel and nature; all produced to create a tapestry of Kernow. The team conducted interviews, researched topics and brushed up on our Cornwall facts to produce close to 10,000 words across the journal in its entirety.
Meanwhile, the graphics and photography team worked hard to nail the tone of the journal visually. A day from dawn til dusk was spent in Marazion with a camera in hand, capturing breathtaking stills of the Mount itself as well as intimate shots of the goings on in the historic village.
In the office, graphic designers put each piece of the puzzle together – combining copy and images with visual flourishes to create a package that wouldn’t look out of place next to fashion magazines, on coffee tables, or poking out the bag of a top interior designer. Finally, reams of paper examples were secured to ensure the journal felt as good in your hands as it did to read and look at, and the Mount Haven development had a physical embodiment of its lifestyle.
What happened next?
The journal was used at open house events for Mount Haven’s showhome, being provided as a complementary reading after a day spent in Marazion. Creating leads and a conversation point for Toliman Developments, the journal became a strong weapon in their arsenal of sales for these 6 properties.
A tight brief and singular vision within the team created a coherent document as each production element played into and worked alongside the next. The chorus of voices across the contributing writers naturally created the sense of community the brief called for, photos painted an authentic picture of day-to-day life in the village, and the design itself provided an unmistakably luxury feel.
The journal stands as a physical reminder of the kind of project only a full-service agency could create, combining copywriting, graphic design, photography and extensive account management to create something coherent, effective, and just nice to read. A copy sits proudly in the Idenna office, be sure to have a flick through the next time you pay us a visit!
