47 Market Street,
South Melbourne, Victoria, 3205
+ 61 3 9521 5570

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Michelle Savona
+61 3 9521 5570

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Experience Mastery


Distil the incredible architecture, amenity and location of Beulah International’s flagship Melbourne CBD tower into a brand proposition with appeal to local and international audiences, alike.


With just three words, we succeeded in naming and positioning the development— ‘Paragon: Experience Mastery’. The name signifying the height of excellence, with the positioning doubling as a thematic call – to – action. As well as reflecting both the sublime architecture of the Nonda Katsalidis – led design team from Fender Katsalidis Architects, and the lifestyle offered by the world’s most liveable city, as personified by culinary master, Adam D’Sylva, ‘Experience Mastery’ worked at a more granular level. Firstly as a reference to Paragon’s remarkable communal spaces—Australia’s first double height indoor forest among them—and secondly, as a tribute to the talent and craft applied in the building’s realisation.


Expressed visually with elements referential to the building’s façade and a palette inspired by its communal interiors, our campaign helped Beulah sell 95% of Paragon’s 227 apartments within five days of launch.

Client Feedback

The result was far more than we had expected with 95% sold in just 4 days, particularly in the the current tough environment of the CBD.

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  • Services included

  • Brand strategy
  • Name generation
  • Brand creation
  • Art direction
  • Photography
  • Typography
  • Print management
  • Advertising
  • Environmental design
  • Signage
  • Media strategy
  • Media buying
  • Media monitoring
  • Web design
  • Web build

Brand & Tagline

Logo & pattern rationale


Campaign photography


Printed collateral