Project No.45 — 
Residential Apartments, Branding, East Fremantle

The Royal George

A new era. A new icon. Located in East Fremantle and built in 1903, The Royal George is a much-loved, but long-neglected local landmark. Once the pulse of the local community, it holds a special place in the hearts of the people in Plympton Ward. The recently restored hotel is the first step in returning it to its former glory. And with the addition of a contemporary building offering 20 inspired apartments, its revival will be complete.
          Pushing the idea of modern design, the new 9-storey residential building will make an unapologetic statement. Bold and beautiful. Considered and nuanced. Worthy of its place. It reflects the culture of creativity in East Fremantle, delivering stunning homes in an eclectic, vibrant community.

Revival of An Icon

The brands we create are anchored in meticulously crafted storytelling, and the Royal George is no different. So, with respect and legacy in mind, we were proud to play our part in helping facilitate a new era for a much-loved local icon.
          A project of passion for Saracen Properties, they employed the renowned Fremantle architectural practice spaceagency to create a thoroughly modern interpretation of the original hotel and its surrounding buildings. The new building, along with the refurbishment of the heritage-listed hotel, is a culmination of extraordinary dedication, patience and creativity.

Brand Positioning

Carefully positioning The Royal George brand was imperative. A seamless blend of modernity and history — the brand uniquely caters to those who appreciate contemporary design while cherishing and respecting local heritage. The brand colour palette and the bold stylish typography are both considered and timeless, framed to ensure the architectural renders take centre stage. The brand positioning allows The Royal George Hotel to stand out as a modern yet respectful development, deeply connected to its community and surroundings.

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 perceived value of the property. The suite of printed collateral for The Royal George began with a beautifully prepared presentation box, housing a suite of printed collateral. 
          An embellished feature brochure showcased the residential apartments, alongside additional material which captured the restoration of the heritage building and other supporting topics. Broadsheet-style newspapers were created to celebrate the local East Fremantle lifestyle. Together, it amounted to a highly compelling set of 'take-home' materials, rewarding diligent buyers who insist on being highly informed when purchasing off-the-plan.

Special thanks to Mr P Studios

A Local Story

East Fremantle is a special place. Close enough to Fremantle, yet tucked away. At the heart of East Fremantle, the George Street precinct is an eclectic mix of homes, cafés, bars, restaurants and local stores. Cultural, vibrant and village-style; with a sense of pride, community and identity — it’s a story few areas of Perth can boast.
          Employing local and interstate photographers, the suite of imagery was carefully art-directed and curated by Assembly. It captured the local lifestyle and celebrated the rare ‘sense of place’ East Fremantle offers.

Display Suite

Located within the heritage hotel, the display suite was the perfect environment to introduce prospective buyers to the project. Embracing the concept of an 'architect's workroom', the space offered an informal, yet highly sophisticated experience.  

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.45 — 
Residential Apartments, Branding, East Fremantle

Royal George

A new era. A new icon. Located in East Fremantle and built in 1903, The Royal George is a much-loved, but long-neglected local landmark. Once the pulse of the local community, it holds a special place in the hearts of the people in Plympton Ward. The recently restored hotel is the first step in returning it to its former glory. And with the addition of a contemporary building offering 20 inspired apartments, its revival will be complete.
          Pushing the idea of modern design, the new 9-storey residential building will make an unapologetic statement. Bold and beautiful. Considered and nuanced. Worthy of its place. It reflects the culture of creativity in East Fremantle, delivering stunning homes in an eclectic, vibrant community.

Revival of An Icon 

The brands we create are anchored in meticulously crafted storytelling, and the Royal George is no different. So, with respect and legacy in mind, we were proud to play our part in helping facilitate a new era for a much-loved local icon.
          Carefully positioning The Royal George brand was imperative. A seamless blend of modernity and history — the brand uniquely caters to those who appreciate contemporary design while cherishing and respecting local heritage. The brand colour palette and the bold stylish typography are both considered and timeless, framed to ensure the architectural renders take centre stage.

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