Project No.21 — 
Residential Apartments + Mixed Use, Armadale Victoria

835 High

THE ART
OF FINE LIVING

Brand Positioning

The Art of Fine Living; often desired but rarely captured, it’s a pursuit of balanced perfection across luxury and lifestyle. It was a brand narrative inspired by the architecture, location and the local way of life. It set the scene for in-depth collateral that detailed all aspects of the timeless residences. Beautifully juxtaposed against world-class landscape design by Acre, they boast home-size proportions and unencumbered, stunning city views. It is a building that offers pleasure and practicality, bringing a lightness with every touch across every centimetre, and a highly human, handcrafted approach.
          Downstairs, residents enjoy the famous Lune Croissanterie and much-loved village grocer The Leaf Store — which offers some of Australia’s finest produce. Without a doubt, those who bought here have mastered the art of living well.

Curated Yet Creative

To further the concept of The Art of Fine Living, we commissioned renowned artist and printmaker Jonathon Lawes from south-east London to develop a series of original prints for 835 High. Inspired by the bold geometric structure of the building, the prints playfully interpret the interaction of architecture and foliage that adorn the exterior and terraces. Forming an important part of the project identity, they were also integrated into the renders as artwork on the interior walls ensuring a genuinely integrated campaign.

Original prints integrated into renders (as artwork on the walls) ensuring a genuinely integrated campaign.

Collaborations

Collaborations form a significant part of the 835 High story, none more so than the exquisite work of internationally renowned, Sydney-based artist and sculptor Anna-Wili Highfield. Having eschewed the traditional gallery system, her trajectory has taken her from a local designer’s living room to the boutiques of Tiffany and Hermès. Moda commissioned Anna to create a stunning, customised installation in the 835 High foyer.
          The soaring 13-metre void in the centre of the building clears a vertical pathway for the private residential lobby. In a natural fit with the Armadale gallery scene, the 12-metre-high feature piece ‘Bird’ sees dozens of small swallows dotted up the walls of the interior lobby space. It has created a dynamic, animated entrance experience punctuated by dancing light and shadow play.

Her unique story was captured and celebrated through a very personal interview contained within the marketing collateral.

Printed Collateral         

It's well known that high-quality take-home collateral is important — not only leaving a lasting impression on buyers but also influencing the property's perceived value. Without a project display suite to showcase the materiality or quality of finishes, our marketing materials needed to do a lot of heavy lifting. Eschewing the typical design approach of many property marketing agencies, and inspired by the approach taken by contemporary art galleries, we created a suite of collateral with a similar design aesthetic to exhibition compendium design. Contained within crisp, white embellished presentation boxes they successfully amplified the beauty of imagery by leveraging pared-back layouts and a monochromatic colour scheme.

Completion video

Work Completed

End–to-end; brand strategy, naming, brand identity, website design and development, render art direction, video concept and art direction, print collateral, digital and print lead-generation campaign

MOBILE

Project No.21 — 
Residential Apartments + Mixed Use, Armadale Victoria

835 High

Featuring 25 apartments and a magnificent rooftop penthouse and pool, 835 High defined a new rhythm in the Armadale streetscape. Completed in 2022, it was the brainchild of developer Moda and is commonly described as a pinnacle project — setting the bar for excellence in project marketing, sales and very satisfied homeowners. It resulted from years of meticulous research and detailing by one of Australia’s most recognised and influential design teams, Carr. Assembly were responsible for curating and steering the entire brand and project image, including brand positioning, identity, marketing collateral, a detailed 'slow reveal' launch strategy and lead generation campaign.
          Located in the active arts precinct on High Street Armadale, it demonstrates thoughtful, sophisticated and highly curated design. It's the Art of Fine Living. 

Brand Positioning

The Art of Fine Living; often desired but rarely captured, it’s a pursuit of balanced perfection across luxury and lifestyle. It was a brand narrative inspired by the architecture, location and the local way of life. It set the scene for in-depth collateral that detailed all aspects of the timeless residences. Beautifully juxtaposed against world-class landscape design by Acre, they boast home-size proportions and unencumbered, stunning city views. It is a building that offers pleasure as well as practicality, bringing a lightness with every touch across every centimetre, and a highly human, handcrafted approach.
          Downstairs, residents enjoy the famous Lune Croissanterie and much-loved village grocer The Leaf Store — offers some of Australia’s finest produce. Without a doubt, those who bought here have mastered the art of living well.

Work Completed

End–to-end; brand strategy, naming, brand identity, website design and development, render art direction, video concept and art direction, print collateral, digital and print lead-generation campaign

External Links

Featured in the The Local Project  ↗

Winner of the (IDEA) Interior Design Excellence Awards  ↗

Carr — Defining a new streetscape rhythm  ↗

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@theassembly.com.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@theassembly.com.au
Call +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024