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 Corporations substantial mixed use development in NewQuay was inspired by a myriad of architectural influences (terracotta from Spain, the Melbourne laneways, Italian piazzas). This development is made up of residential apartments, loft-style residences and commercial workspaces.

With so much going on, the brand needed to be simple but be a statement. It needed to speak to the scale of the site, the diversity of the offering and position itself with a clear sense of place.

We named it Escala, which is the Spanish word for scale. This name and the creative execution across all brand and communication touch points, embodied the grand proportions and impressive vision for this site.

Following a hugely successful residential campaign, we worked closely with the client, architect and visualisation studio to create a series of marketing renders that would appeal to the target audience – the creative industry. These images really delivered on the vision and generosity of space for the commercial work spaces.

We created renders that captured the imagination of what was possible and these spaces were 100% sold within a few weeks on the market.

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