Aurora is one of the largest CBD residential developments in Melbourne's history. The 92 level development was undertaken by a prominent Malaysian developer, UEM Sunrise. The brand and marketing had to appeal to local and offshore purchasers with marketing material appearing in China, Singapore, Malaysia and Australia.

The architectural curves of the tower and its connection to the train network in the basement of the building formed key aspects of the brand. The name Aurora was selected to reflect the scale of the development, which is a new dimension for Melbourne. The towers tinted glass exterior also has similar colour tones of Aurora Australis. The project was an extraordinary success, with 940 apartments (95% of the 92 level development) in the 1240,000 sqm tower sold within six weeks of the launch. The development has provided a successful springboard for the developer to create additional projects in Australia. The construction of the 285m tower was completed in 2019 and is a prominent addition to the Melbourne skyline.

95% of the 92 level development
sold within six weeks of the launch.

― Branding
― Creative direction
― Digital design 
― Print design

The process

Discover.

Create a brand and campaign for the 224 LaTrobe Street tower that will become a prominent landmark in Melbourne. The project is UEM Sunrise's first development in Australia, so buyers need to be made aware of their story and heritage. 

Unrecognised developer in Australia.
Scale of building might not appeal to all.
Over supply of apartments.
Fear of small apartment sizes.
Not much parking.

Define.

250 LaTrobe St will change the Melbourne CBD skyline. The building will be the largest residential tower in the Melbourne CBD with 850 apartments. 

Bold - based on built form.
Allure - Shimmering colour. 
Large international investor market. 
Melbourne CBD highlights.
Connection to Melbourne Central. 
Shopping and transport on doorstep. 
Tower size and shape. 
Building amenity. 

Design.

Aurora.

250 LaTrobe St will be unlike any development in Melbourne. It has a stunning sculptural organic form. This project will shine brightly under the southern skies. The exteriors glass tint will give off a tone that looks like Aurora Australis. 

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