47 Market Street,
South Melbourne, Victoria, 3205
Turn small-ish apartment footprints into a major attraction by creating a holistic brand and design solution for a Carlton multi-residential development.
Invited to contribute at the building design stage, we forged a strong USP by helping integrate space optimising furniture and storage ideas into the apartment floor plans, and a plethora of smart resident amenities throughout communal areas. ‘Small but perfectly considered’ became our mantra for the communications design that followed. The brand ‘apt’, we abbreviated from the word ‘apartment’. Its chameleonic wordmark, we derived from a basic cube. And the deceptively simple square collateral? An origami brochure cover that unfolded to reveal a map of the area. All an embodiment of 'Considered Carlton Living'.
95% of the 143 apartments were sold within 11 months of its October 2014 launch.