Project No.52 — 
Commercial Offices, Brand and Campaign, Cremorne Victoria

33 Cremorne

Today, more than ever, things are moving fast — especially post-pandemic. None more so than the workplace. The trend towards employee-first workplace design continues to accelerate. We’re all demanding better places to work — more vibrant, more comfortable, more convenient. Places that have energy, an atmosphere and quite simply, places where you really want to be.
         33 Cremorne is being created for businesses that refuse to stand still. Designed by award-winning Hassell, it’s for those who insist on looking forward. It’s for those looking for the best talent, and insist on staying one step ahead.

Brand Narrative

'Those that stand still, get left behind'. The more you think about it, the more it makes sense. In the competitive nature of today’s business environment, companies must continuously evolve to attract and retain top talent. And for employers seeking to stay ahead, location is crucial. Positioned in Cremorne — Melbourne's dynamic, creative hub —  33 Cremorne will undoubtedly prove to be an appealing workplace for highly-skilled, talented professionals.
          It's an offer that reflects contemporary businesses' desire to move with the times, foster innovation and connect with others in a fast-paced and forward-thinking business community.

A Digital Edge

Often referred to as 'Silicon Yarra,' Cremorne is Melbourne’s thriving tech and innovation precinct, home to some of Australia’s most forward-thinking digital and technology companies. Global tech giants, agile startups, and creative agencies converge here, driving digital transformation and pushing boundaries. 
         Our brand execution — inspired by coding — creates a subtle yet powerful connection to digital innovation and Cremorne’s tech culture. Clean, minimalist typography paired with monospaced font is reminiscent of coding terminals, along with integrating binary elements and underscores it offers a powerful visual language.

Cremorne's Pinnacle Workplace

Located in the heart of Cremorne, 33 Cremorne is a CBD-calibre workplace offering unparalleled convenience. With exceptional access to public transport, stunning views of the city and sports precinct, and Cremorne’s best rooftop, it sets a new standard in location and amenities. Rising over 10 levels, the building provides more than 17,000sqm of A-grade office space and 2,900sqm of retail, featuring some of the largest, most expansive floorplates in the area. Given its premium offering, positioning 33 Cremorne as the 'pinnacle workplace' in the area was a fitting distinction.

FOR BUSINESSES
LOOKING TO
STAY ONE STEP AHEAD

The core campaign headline, 'Those that stand still get left behind' sets a bold tone, speaking directly to the need for relentless progress in today’s fast-paced workplace. It challenges the status quo, encouraging businesses to stay ahead of the curve rather than settle for mediocrity. 'Never sit still' seamlessly extends this message, acting as a succinct rallying cry for innovation, movement and adaptability.
          Together, they form a cohesive narrative: 33 Cremorne isn't just office space — it's about a location that can drive change, generate business momentum and ensuring they're positioned for the future.

Cremorne – A Brand in Itself

A vibrant hub of innovation, Cremorne is where creativity and culture converge. Known as Melbourne’s tech and creative epicentre, it’s home to pioneering businesses, cutting-edge design and a community driven by progress. With its industrial roots and contemporary reinvention, Cremorne is more than a location; it’s an attitude. It attracts those who value ambition, authenticity and connection, creating a reputation that speaks to forward-thinking companies and individuals alike. 

Our brand for 33 Cremorne embraces this narrative, and ensures it speaks to progressive organisations who are always looking ahead.

Work Completed

End–to–end; brand strategy, naming, brand identity, conceptual campaign, brand narrative and copywriting, leasing collateral, on-site signage

MOBILE

Project No.52 — 
Commercial Offices, Brand and Campaign, Cremorne Victoria

33 Cremorne

Today, more than ever, things are moving fast — especially post-pandemic. None more so than the workplace. The trend towards employee-first workplace design continues to accelerate. We’re all demanding better places to work — more vibrant, more comfortable, more convenient. Places that have energy, an atmosphere and quite simply, places where you really want to be.
         33 Cremorne is being created for businesses that refuse to stand still. Designed by award-winning Hassell, it’s for those who insist on looking forward. It’s for those looking for the best talent, and insist on staying one step ahead.

Brand Narrative

'Those that stand still, get left behind'. The more you think about it, the more it makes sense. In the competitive nature of today’s business environment, companies must continuously evolve to attract and retain top talent. And for employers seeking to stay ahead, location is crucial. Positioned in Cremorne — Melbourne's dynamic, creative hub —  33 Cremorne will undoubtedly prove to be an appealing workplace for highly-skilled, talented professionals.
          It's an offer that reflects contemporary businesses' desire to move with the times, foster innovation and connect with others in a fast-paced and forward-thinking business community.

Work Completed

End–to–end; brand strategy, naming, brand identity, conceptual campaign, brand narrative and copywriting, leasing collateral, on-site signage

DESKTOP

MOBILE

DESKTOP WIDE

DESKTOP

TABLET WIDE

TABLET PORTRAIT

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit 11-13 Cubitt St Cremorne VIC 3121 AU 
Email hi@assemblybranding.au 
Call +61 3 9600 2220 
Stalk us Instagram, LinkedIn 
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024

MOBILE

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit 11-13 Cubitt St Cremorne VIC 3121 AU
Email hi@assemblybranding.au
Call +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024