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Republic, Sydney, 1997-2000
The marketing for Republic, Maik’s own project for his development company, morehuman, broke new ground in real estate advertising.
Stage One of the project, the redevelopment of 50 townhouses on the site, utilized the slogan of the Olympics (then coming to Sydney in 2000), Citius, Altius, Fortius – Faster, Higher, Stronger. The tagline for the project became “Faster, Sexier, Cooler” with minimalist pop graphics to accompany it.
For Stage Two, the marketing brochure consisted entirely of black and white nude photography by Australian photographer, James Houston. Only until one reached the end of the 76-page catalog, were there a few elevations of the project in white on red. The campaign branded the project like a luxury piece of jewelry or perfume and created a media sensation.