Urban Living On A New Scale

Client

MAB

Architect

6 Degrees Architects

Visualisation

Binyan Studios

Photography

Derek Swalwell

Address

Docklands, VIC

Scope

Brand Strategy

Naming

Brand Development

Print & Digital Collateral

Brand Imagery

Art Direction

Media

Site Signage

Display Suite Graphics

Website

MAB Corporation’s subsequent development in NewQuay brought together many architectural styles (Spanish terracotta, Melbourne laneways, Italian piazzas) and many offerings (apartments, loft-style residences, commercial offices).

With so much going on, the brand needed to communicate the offering’s scale and position itself as a destination.Taking its name from the Spanish word for scale, Escala embodies the grand proportions and grand vision of this significant project.

Art direction showcased the project from interesting perspectives, while a video produced with Binyan Studios reintroduced NewQuay to the market. Alongside a successful residential campaign, the commercial spaces of Escala were marketed to the creative industry. These spaces were 100% sold within a few weeks on the market.

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