2019 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Key Dates

5 March - Launch Event
9 April - Standard Deadline
7 May - Late Deadline
18 June - Judging
2 July - Rating Closes
4 July - Winners Announced
13 August - Awards Presentation

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Project Overview

Lume is a boutique collection of luxury residences positioned on Black Street in Brighton. Designed by Bruce Henderson Architects and Bruce Henderson Interiors, with landscaping by Jack Merlo, the project was highly exclusive in nature. The target buyer for the development was predominantly the downsizer market. Earl.St crafted a very high-end brand that focused on themes around light as referenced by the project name ‘Lume’, which means ‘light of life’.

Project Commissioner

Nash Project Management & Como Property Group

Project Creator


Project Brief

Our overarching brief was to convey the premium nature of the project through a series of design and production techniques. We were tasked with celebrating the project’s high-end finishes, its established design team and its exclusive Brighton location. It was also essential that we targeted the downsizer market through the brand.

Project Innovation/Need

We worked with Stab Studio to create a brand image that showcased the elements of light and shade present within the design of the project. This also tied in with the project’s name, ‘Lume’, which means ‘light of life’. The penthouse brochures were housed within linen presentation boxes, which showcased the embossed logo. Luxurious in appearance, these boxes positioned Lume as a premium and highly exclusive project. The textured paper stock used for the brochure cover created a sense of tactility and connected the brochure to the stone materiality featured throughout the residences. A comprehensive lifestyle section conveyed the desirability of the project location, highlighting Brighton Beach and the local shopping and dining precinct.

Design Challenge

Our biggest challenge was that the initial branding for the project was done at the beginning of 2018, but the project didn’t launch until the very end of 2018, which was quite later than expected. The brand image arrived at the end of the project so had to be flowed through collateral just before launch. Targeting the marketing exclusively to downsizers was also a challenge. Additionally, we were tasked with sending out a ‘coming soon’ DL before we had recieved renders. We used an architects sketch instead to work around this obstacle and give an insight into the design of the project.


Presented as a cohesive set, the presentation box, brochure, finishes box and flipbook box worked together to successfully convey the high-end quality of the project. This also gave users a distinct touch and feel experience, contributing to the project’s overall memorability and appeal.

This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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