Naming & Identity
Print & Digital Media
Melbourne Square stands as an ambitious and expansive mixed-use precinct, featuring four residential towers, a prominent commercial tower, a luxurious five-star hotel, a diverse array of retail and dining options, and a generous new park designed to enrich the growing suburb of Southbank. With an abundance of remarkable features, our strategy ingeniously harnessed this wealth of offerings by transforming storytelling into a nuanced art, defining the entire experience through distinct chapters.
The brandmark drew its inspiration from the masterplan’s square shape, symbolizing a self-contained microcosm for residents while remaining a gateway to the cityscape beyond. Designed to promote the first residential release and establish itself as the master brand in a competitive market, the logo was crafted to be both timeless and easily recognisable. This logo perfectly captured the essence of a place that seamlessly integrated modern living with the bustling urban surroundings, embodying the vibrant spirit that defined Melbourne Square.
Taking inspiration from COX and CARR’s pleated details, Grenade developed a series of dynamic patterns that beautifully embodied this unique design element. These patterns were meticulously integrated into the project’s branding, becoming the cornerstone of the master brand language.
Grenade joined forces with Floodslicer to produce a brand film that animated this concept. The film artfully showcased and celebrated the pleated design features, effectively illustrating their significance not only within the building’s architecture but also influencing the attire of the professional talent featured. This comprehensive approach ensured that the pleated details were seamlessly woven into every facet of the project, resulting in a coherent and striking brand identity.
CRAFTED WITH INTELLIGENCE, INTEGRITY AND FLEXIBILITY
PROGRESSIVE STORYTELLING THROUGH CREATIVE CAMPAIGNS
A Tribute to Melbourne Square: Where Product and Place Converge. Melbourne Square isn’t just a development; it’s a celebration of the city’s essence. Each day, a new story unfolds, reflecting Melbourne’s arts, culture, dining, cafes, and natural beauty. Melbourne Square intertwines product and place, creating dynamic content pillars.
These pillars, while product-specific, align with Melbourne’s seasonal events, resonating with local and global audiences creating an authentic, non-static long term campaign for press, social media and on-site activations.
The Couture Series emerged as a precisely tailored campaign designed to elevate Melbourne Square’s already compelling ‘New Story Every Day’ concept. In this instance, the focus shifted to ‘An Art Story,’ a bespoke narrative carefully crafted to engage our discerning and art-savvy audience, while reinforcing our prominent place within Melbourne’s renowned international Arts Precinct.
We harnessed the exceptional talents of Melbourne Square’s world-class design team, comprising the renowned names of Cox and Carr, in collaboration with esteemed partners Hub Furniture, Gaggenau, and Kohler. This powerful alliance breathed new life into the premium segment of the market, reigniting excitement and interest.
The campaign came to life through a series of artistically inspired renders, adorned with unique sculptures that not only celebrated the Arts but also showcased the potential for tailored customisation in each space. This holistic approach proved successful, surpassing our targeted sales numbers while staying steadfast to the overarching brand identity and ethos of the precinct, a testament to the campaign’s resonance and alignment with our positioning.
Please note: The printed Broadsheet will only be mailed within Australia.