Graphic design and illustration
Graphic design and illustration
The Melbourne boutique apartments
the brief
Full brand identity for The Melbourne Boutique Apartments, a fictitious property development which is a unique concept for the Canberra property market – contemporary apartment living meets vintage luxury hotel.
Located in the historic Melbourne Building (built 1927) in the heart of the city, the apartments are targeted towards singles and couples aged 30-55 with a busy lifestyle and high disposable income. Interested in design, art and heritage, they are seeking an exclusive lifestyle that is more than just an apartment.
the solution
The Melbourne Boutique Apartments’ brand identity is a strong representation of the brand’s values (Respecting the past, Building for the future, Creating unique experiences).
The logo represents one of the building’s most distinctive qualities – the round arches which dominate its external façade, while the primary typeface is a modern interpretation of traditional Art Deco typefaces. The colour palette is also inspired by schemes which were popular in the early twentieth century and convey a sense of luxury.
A combination of historical black and white and contemporary photography in the style of high-end architectural and interior design magazines is used to showcase the heritage and luxury elements of the development.
