Project No.32 — 
Residential Townhouses, Branding, Canterbury Victoria

Parlington

Few places in Melbourne evoke a sense of inherent prestige — one that is authentic, and effortless. In Canterbury, rows of leafy deciduous canopies, punctuated by grand and historic mansions, paint a picture of sophisticated living and idyllic charm. It is as desirable today as it was over a hundred years ago.
          In a quiet avenue off Mont Albert Road, Parlington Street is a tightly held and exclusive enclave. Located at No.56–58, this is a collection of only six sophisticated townhouses, each as distinctive as the next. 

An Address of Distinction

A much-loved quiet street where properties are tightly held, Parlington Street is home to several Victorian mansions, along with their rich history of muti-generational–family homes. Unlike some other suburbs, there is authenticity to this local heritage — Verulam, Parlington’s neighbour, is an outstanding example. Dating back to 1888, it is considered one of the most fully developed examples of the Italianate-style mansions in Victoria, designed by architect James Gall. Defined by elegance, restraint and sophistication, it is a major inspiration for the design of Parlington residences, as well as the brand itself.

Beginning of a New Legacy

Parlington is a modern celebration of local heritage. Synonymous with Canterbury, neighbouring properties are well-maintained private homes with large blocks, lush gardens and are a genuine source of pride for homeowners. With pitched roof lines, grand proportions and a sense of gravitas, Telha Clarke were inspired by local architecture yet designed Parlington through a modern lens. It embraces a standard of traditional simplicity, yet is made for contemporary living. It's an architectural backdrop that provided a strong foundation for the brand and collateral, allowing us to carefully balance 'new with old' and ensuring the Parlington felt at home in its local setting.

Brand Positioning

By positioning Parlington as a celebration of timeless ideas and enduring quality, we effectively captured a cornerstone characteristic of effective property marketing. Each residence exudes a sense of individuality, crafted to please the most discerning buyer. Modern yet respectful, we conveyed a subtle confidence and a sense of gravitas allowing Parlington to truly hold its own amongst its neighbours. One would expect nothing less of a Canterbury address.

Work Completed

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

MOBILE

Project No.32 — 
Residential Townhouses, Branding, Canterbury Victoria

Parlington

Few places in Melbourne evoke a sense of inherent prestige — one that is authentic, and effortless. In Canterbury, rows of leafy deciduous canopies, punctuated by grand and historic mansions, paint a picture of sophisticated living and idyllic charm. It is as desirable today as it was over a hundred years ago.
          In a quiet avenue off Mont Albert Road, Parlington Street is a tightly held and exclusive enclave. Located at No.56–58, this is a collection of only six sophisticated townhouses, each as distinctive as the next. 

Brand Positioning

By positioning Parlington as a celebration of timeless ideas and enduring quality, we effectively captured a cornerstone characteristic of effective property marketing. Each residence exudes a sense of individuality, crafted to please the most discerning buyer. Modern yet respectful, we conveyed a subtle confidence and a sense of gravitas allowing Parlington to truly hold its own amongst its neighbours. One would expect nothing less of a Canterbury address.

Work Completed

End–to-end; brand strategy, naming, brand identity, brand photography, video concept and 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