BRIEF
9 Darling St is architecture inspired by minimalism and Japanese interior ethos. A unique building designed by CHT Architects in one of Melbourne’s most established suburb, South Yarra. With fierce competition in the area, 9 Darling St required a visual point of difference to attract the right buyers
for this high-priced development, and also differentiation from the competition.


WHAT WE DID
To match the stylistic architectural vision, ideas were primarily drawn from minimalism. The idea of less is more became the essential driver of the brand with both copy and design features stripped back to bare essentials.

Taking a non-literal approach to photography, we developed a suite of imagery by photographing objects in the studio to represent the amenities that surround South Yarra with black & white portraits of locals who live and work around 9 Darling St.

Collaborating with photographer, David Finnegan and stylist, Deb Mclean, we turned parks into branches and transport into bicycle wheels to create a brand that was informed by minimalism just as much as the building.


RESULT
A thoughtfully developed brand and marketing campaign with a feature brochure and a broadsheet sales presenter.

The objects were carefully rearranged and placed within a gallery space in the sales suite, an entry feature that invites prospects on a gallery-like journey before they reach the sales suite.


ENGAGEMENT
Creative Strategy
Identity Design
Marketing Collateral
Digital
Art Direction