A new world-class apartment tower and commercial development is to be developed on the shores of the Swan River, built around the historical East Perth Power Station. The name of this proposed property is ‘Circa 1912 Apartments’. As an historical and exciting landmark, it will be a governing influence in the design of this new waterfront destination, one that offers a host of facilities and lifestyle options in a remarkable waterfront location.

The area will be offering a range of highly desirable living options and business opportunities. The community will revolve around the historical Power Station but also host art and culture centres, cafes and shopping as well as transportation.

The task is to develop an identity and a variety of visual solutions for the area and its promotion.

The audience are predominantly young executives, both from within the existing community and those entering the area, as well as those looking to invest into a soon to be thriving East Perth development. While housing is a key issue with the development consider that the area will need to be attractive business investors as well.

The tone of voice for the brief is:

 Classy, Modern, Upmarket, Arrogant.

The typography for both the logo and apartments names was constructed entirely out of using a modern slab serif typefaces and adding older Baskerville serifs to them. the characters were then individually adjusted for balanced visual weight and proportion. This helped to emphasise the mix between old and new. 

Billboard for main road running along the development site. 

Development sale signs.