Naming & Identity
Print & Digital Media
MAB Corporation’s remarkable mixed-use development in NewQuay drew inspiration from a rich tapestry of architectural influences, including Spanish terracotta, the ambiance of Melbourne laneways, and the charm of Italian piazzas. Comprising a diverse blend of residential apartments, loft-style residences, and commercial workspaces, this project demanded a brand that could convey simplicity yet make a bold statement — a brand that could reflect the site’s grand scale, diverse offerings, and a clear sense of place.
And so, the name Escala was born, derived from the Spanish word for “scale.” This name, along with its creative execution across all branding and communication channels, perfectly embodied the immense proportions and ambitious vision for this development.
Teaming up with Binyan Studio, we curated a series of still images that authentically captured the spirit of Escala’s design principles, employing colour, shape, and its youthful urban personality. These themes, along with the geometrical brand pattern we developed for the project, seamlessly extended into the award-winning project video. This holistic approach resulted in a highly memorable and successful project, leaving a lasting impact on the market and the extended project team.
Our logo mark effectively conveyed a sense of scale through a compressed, bespoke font style. Building on Six Degrees’ renowned use of leadlight glass windows in their designs, our logo subtly integrated elements of this concept into its design.
Following an immensely successful residential campaign, our collaboration with MAB, Six Degrees, and Binyan Studio led to the creation of marketing renders for the project’s commercial offering. These renders were carefully designed to resonate with the target audience — the creative industry.
The response was overwhelmingly positive, with all the commercial spaces selling out within just a few weeks on the market. Escala’s marketing materials not only delivered on the promise of visionary spaces but also solidified its position as a sought-after destination for those seeking a dynamic and inspired workspace.
In essence, Escala has transcended its role as a mere development; it has evolved into a symbol of architectural brilliance, capturing the hearts and minds of individuals who value innovation, creativity, and the allure of an exceptionally exceptional living and working environment.
ESCALA COMBINES GLOBAL INFLUENCES WITH A UNIQUELY MELBOURNE FLAVOUR
Please note: The printed Broadsheet will only be mailed within Australia.