The White Series is a sophisticated collection of six statement, spacious designer homes in New Farm, offering luxurious architectural features and an exclusive inner-city lifestyle experience.
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When developing the branding for this project, we delve deeper and expand on what is being offered to our buyers – we are not only creating beautiful, enduring, statement design homes ...
We are selling an experience of LIFE.
Our buyers want to be in New Farm because it offers a sophistication found only in this unique location. Our brand is sophistication and offers the promise of a unique, design savvy, vibrant and luxurious life.
White Series is nestled amongst a stylish and sophisticated lifestyle precinct, offering first class fashion, dining and entertainment experiences.
So let’s explore this sophisticated, savvy, luxurious, vibrant brand ... >
The logo
The power of this logo is in its confidence, experience, sophistication, design, innovation and style – all of the qualities woven into the White Series development and brand. The angles and lines found within the customised ‘W’ replicate the statement design of the architect – the subtle created beauty of the repeat pattern and angles of the structure and materials. This is our hero icon, our seal, our symbol. It allows the ‘Series’ to be defined – it is the WHITE series. In application we use it as a stand alone visual icon, or we pair it with the wordmark (‘WHITE SERIES’).
The icon is made from a modern sans serif font – Futura. To create visual harmony, we pair it with a classic font – Linotype Didot.
The tagline
In addition to promoting the unique selling points of the White Series using the most appropriate real estate language (e.g. Six spacious & sophisticated, designer homes in New Farm), we expand on what the development offers our buyers.
Our statement (or tagline) is inspired by the famous Charles Eames quote –
“The details are not the details. They make the design.”
Sophistication is
in the detail.
in the detail.
The sophistication of the architectural statement design is found in every single beautiful detail of the structure, the materials and the finishes used to make White Series.
