[MEL14]

 
Photo Credit : Tatjana Plitt, Photographer at Principle Photography Floodslicer, 3D Rendering

Website

Gold Winner 

Project Overview

Principle Design created a brand language that reflected the high quality interior finishes and understated, minimal design aesthetic of boutique residential development 35 Wellington St.

Project Commissioner

Gauge Property

Project Creator

Principle Design

Team

Sash Fernando
Ruwani Fernando
Peter Borg
Jessica Njoo

Project Brief

Gauge Property engaged Principle Design to create an identity for an upcoming boutique residential development, 35 Wellington St. Working in close collaboration with Carr Design, Floodslicer and Bruce Henderson Architects and Big Words Copywriters, Principle Design was able to create imagery that reflected the high quality interior finishes and understated, minimal design aesthetic of the project. The rectangular brand marque is inspired by the geometry of the architecture, while the line detail on the sales publication cover further references the architectural details.

Project Innovation/Need

Drawing inspiration from the luxury interior and architectural finishes of the project we designed a suite of collateral pieces each with its own unique textural experience. We achieved this through specifying innovative paperstocks, print techniques and special finishes such as copper staples and spot gloss varnishes throughout.

Design Challenge

Standing out in an often competitive Melbourne property market is a challenge. Through close consultation and collaboration with creative specialists Floodslicer, Bruce Hendenson Architects and Carr design we were able to take a risk with the design in a conservative climate and produce an outcome that was unique in tone of voice and execution.

Effectiveness

Drawing inspiration from the luxury interior and architectural finishes of the project, we ensured close attention was payed to the sales publication's textural experience. To engage the user we specified innovative paperstocks, print techniques and special finishes such as copper staples, embossing and spot varnishes. The outcome resulted in a highly refined and engaging publication, both interesting to touch and a pleasure to read.




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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