Classic East Melbourne is residential development overlooking Fitzroy Gardens, Yarra Park and the MCG. The project includes 64 luxury inner city apartments across three unique boutique buildings - Mosspennoch, Parade and 22 Clarendon. The $75m development was a joint venture between Brookfield and Cbus Property.

The sales strategy had to allow for the sale of three different residential products at the same time. An umbrella brand ‘Classic. East Melbourne’ was created to showcase Mosspennoch, 22 Clarendon and Parade buildings. Each product was given a complimentary identity, so together they formed a family of products on offer. Material focused on bespoke architectural details and the tranquil green spaces on the doorstep of the Melbourne CBD. Rapid off the plan sales helped the development progress smoothly and it was completed in 2018.

― Branding
― Creative direction
― Digital design 
― Print design

The process

Discover.

We explored the heritage of the site and buildings on the site which could form a strong part of the brand story. 

Mosspennoch House - Built in 1881 for prominent lawyer James Liddell Purves QC and with a range of uses throughout its history, the double fronted mansion.

The Parade - On Wellington Parade, the facade of the original Parade Hotel will be preserved. Close to the MCG, the Parade building has an important place in AFL legend. In May 1859 a small group of Melbourne Cricket Club members and journalists gathered at the Parade Hotel’s bar and, over a pint, formally drew up the first rules of the Australian football game. 

Fitzroy Gardens heritage.
Mosspennoch house grandeur.
AFL rules at Parade Hotel.
MCG precinct.

Define.

There are three different residential products on sale at the same time. An umbrella brand needs to help bring three products together. 

Iconic. Steeped in history
Classic. Heritage from site will remain.   
Bespoke. Huge range of finish options. 
Melbourne CBD proximity. 
Green parks surround the site. 

Design.

Create a masterbrand with three complimentary brands. 

The photography approach is to capture the location in a new light. The locations will include a balance of tranquil green outdoor spaces and the nearby city amenities. The style of the photography will capture the interplay of light and shade. A mixture of detail images will be balanced with more expansive wider compositions. A talent shoot for Mosspennoch will hint at the building's grand past. 

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Based in Melbourne, Australia. 
Working globally (& can travel).