The Art Of Luxury

Client

Golden Age Group

Architect

Bates Smart

Visualisation

Floodslicer

Photography

Justin Ridler

Address

Melbourne, VIC

Scope

Brand Strategy

Naming

Brand Development

Print & Digital Collateral

Brand Imagery

Art Direction

Media

Site Signage

Display Suite Graphics

Website

Working with Golden Age once again, we were engaged to develop a name, brand and positioning for an apartment development within an architecturally significant building. Drawing on both the site’s proximity to Melbourne’s performing art precinct and the developer’s connection with the arts, our response was titled Opera with designs inspired by the movement and beauty of a dancer’s skirt.

The brand’s narrative was similarly inspired, with storytelling in the printed brochure written around ‘acts’ alongside curated imagery featuring a dancer from the Australian Ballet. The brand and design elevated Opera above other towers along St Kilda Road, and positioned the tower as a true landmark on this iconic boulevard.

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