Project No.24 — 
Residential Apartments, Brand and Campaign, Armadale Victoria

Monument

Monument is a landmark residential project setting a new benchmark in Armadale. Twenty-four parkside residences that are considered, connected and a celebration of nature as much as a celebration of architecture.
          Wrapped in white and akin to a beautifully sculpted, single ‘object’, Monument is about strength, confidence, and purity of form — a powerful idea to inform the project narrative and inspire the project creative. A ‘shared mindset’ across architecture, interior and landscaping design shaped the project's bold yet restrained minimal aesthetic. Best described as the perfect balance of ‘pragmatism and purity’, Monument makes a valuable and lasting impression on buyers — a topic accentuated across a substantial suite of marketing collateral, including display suite, print and digital lead generation campaign.

Monument is a testament to the fact that sophisticated, minimalist brands can still be powerful.

Environmental Branding

A stunning 50-metre hoarding not only framed the display suite entrance but also took advantage of the immense street frontage, commanding attention along Orrong Road. In an innovative first for Melbourne, oversized letterforms were manufactured in a custom reflective material; creating a beautiful play on scale, light, shadow and subtle shifts in texture.

Elegant by day, unmissable by night.

Brand Narrative

Crisp, contemporary and a little provocative, Monument’s architecture was distilled into its simplest and most functional form. On one hand, it rises as a thoroughly modern concept. It is a radiant structure with an uncompromising, monolithic shape, exuding a cutting-edge presence. On the other, it is a nod to the traditional aesthetic of modernist architecture, championed by visionary architects, Mies Van Der Rohe, Le Corbusier and Richard Meier. 
          The exterior gives way to a series of living environments that portray effortless beauty. Pared back and subtle, the residences feature a simple material palette with extensive stone, bleached timbers and a playful array of natural textures, complemented by muted, neutral colours.
          This brand narrative not only communicated the development's physical attributes and design philosophy, but also created a compelling story that resonated with potential buyers' desires for quality and style, and helped contribute to a stronger market position.

'Monumental' Moments

A curated suite of architectural render vignettes was developed to strengthen the brand and campaign, capturing beautiful visual 'moments'. Each image was an uncomplicated, sophisticated composition of landscaping elements working in tandem with the hand-laid brick-work, soaring vertically to emphasise height, scale and elegance. The architectural vignettes not only enhanced brand distinctiveness but were powerful elements to draw upon within press and digital advertising — particularly during the teaser period at the commencement of the campaign.

Work Completed

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

MOBILE

Project No.24 — 
Residential Apartments, Brand and Campaign, Armadale Victoria

Monument

Monument is testament to the fact that sophisticated, minimalist brands can still be powerful. A landmark residential project setting a new benchmark in Armadale, the twenty-four parkside residences are considered, connected and a celebration of nature as much as a celebration of architecture.
          Wrapped in white and akin to a beautifully sculpted, single ‘object’, Monument is about strength, confidence, and purity of form — a powerful idea to inform the project narrative and inspire the project creative. Best described as the perfect balance of ‘pragmatism and purity’, Monument makes a valuable and lasting impression on buyers — a topic accentuated across a substantial suite of marketing collateral, including display suite, print and digital lead generation campaign.

Brand Narrative

Crisp, contemporary and a little provocative, Monument’s architecture was distilled into its simplest and most functional form. On one hand, it rises as a thoroughly modern concept. On the other, it is a nod to the traditional aesthetic of modernist architecture, championed by visionary architects, Mies Van Der Rohe, Le Corbusier and Richard Meier. The exterior gives way to a series of living environments that are pared back and subtle, portraying an effortless beauty. 
          This brand narrative not only communicated the development's physical attributes and design philosophy, but also created a compelling story that ultimately led to higher perceived value, and a stronger market position.

Work Completed

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

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