Inspired by visionary Rob Mills of Rob Mills Architecture and Interiors (RMA), Fawkner House is a collection of ten exclusive residences developed by Beulah International.
Our distinct target audience were purchasers of the highest calibre. A ‘golden gated community’ in the heart of South Yarra’s prestigious Domain Precinct inspired our brand mark drawing on the essence of belonging to a an exclusive ‘members only club’. Already familiar with the Domain Precinct meant we didn’t need to focus on the area so heavily, instead we celebrated it by paying homage to it’s prestigious surrounds and stories of yesteryear.
In doing so we created an atmospheric compilation of images entitled ‘First light’ that captured the sunrise over Fawkner Park and Domain Precinct. This concept also followed through into the projects film.
Every touch point of the campaign was considered with our purchaser and the product in mind. It needed to reflect the attention to detail from joinery to materiality so only the finest materials were selected in producing the marketing collateral.
Having a long-standing relationship with Beulah International we were honoured to be given the responsibility of executing this campaign. It has been another successful partnership and a joy working with all parties involved.
Client: Beulah International
Architecture: Rob Mills Architecture and Interiors
Visualisation: Gabriel Saunders
Photography: Vien Tran
Our collaboration with Golden Age and Time & Place extended from Collins House and Opera into the Sydney market with No. 1 Lachlan in Waterloo.
This brand was built around a sense of balance between the development’s immaculate interiors by Hecker Guthrie with the benefits of the exterior – from the rooftop garden to the central location. This led to an innovative digital experience where these two sides of the brand are expressed side by side. The execution of this brand also drew upon a series of still life images by Marsha Golmac, which were composed of the project’s high quality materials.
Park One marks our fourth successful project with Golden Age and Time & Place.
Located in the booming northern Sydney suburb of Macquarie Park, and with 5000sqm of private parkland included within the site, we felt this project deserved a brand which celebrated its unique park aspect. At the same time, we also wanted to emphasise the high level of luxury Golden Age delivers. To meet this vision, we commissioned the talented artist Kahori Maki from Japan to create a floral design which was incorporated with our brand mark.
Both the ROI and On-Market campaigns for Park One generated an overwhelming response, with the entire first stage (approximately 370 apartments) sold on the opening weekend.
In 2015 we were approached by one of our oldest clients, MAB Corp, to produce a brand to celebrate its 20-year anniversary along with a coffee-table book to which would highlight the business’s proudest achievements.
The result is a handsome, hardcover book featuring a range of interviews with MAB people, collaborators in architecture and local government, and residents who now call MAB developments and communities their home. This extensive storytelling is supported by crisp new photography, which we art directed to show the impressive scope and fine design of MAB’s various projects.
One of our most recent, large-scale projects is St Leonards Square, a true place-making brand created for Mirvac’s high-profile return to Sydney’s lower north shore. Much more than its 535 apartments and penthouses with harbour views, this new development comprises a high level of both private and public amenity with a significant ground-floor retail and restaurant plaza.
Our brand mark reflects the development’s two towers, while the luxe-inspired design (featuring beautiful lifestyle photography from Paul Barbera) positioned both St Leonards as a new premium area and St Leonards Square as its most distinguished destination. Our teaser and ROI campaign were an unqualified success, with 90% of the initial stage sold on the opening weekend.
For its first Australian property development, the internationally renowned Mitraland engaged Grenade to brand, design and execute a campaign which would match the sophistication of its South Yarra Address. Esque is a sleek and striking tower designed by Fender Katsalidis to match the prestige of its commanding position on Chapel Street.
The residences’ interiors by Kate Roach inspired our brand, with the same sense of artful composition in the renders applied to a collection of black and white still life images. Like the residences themselves, this brand boasts a refined and considered aesthetic, with echoes of both classic European style and contemporary beauty.
Following our successful Collins House campaign, we continued our relationship with Golden Age through the naming, branding and design of Opéra. This striking and sculptural apartment tower on St Kilda Road features elegant architecture by Bates Smart which was inspired by the prestige and heritage of its distinguished location.
In turn we were inspired by the building form, and its proximity to Melbourne’s fine arts precinct, to develop a bold brand with a sense of drama. At every touchpoint, from photography and brochures to print ads and the digital experience, Opéra is about grandeur and the art of luxury.
Balmain & Co. is led by directors Simon Brownbill and Danny Hayter who each have over 15 years of project experience and relationships in the industry. They control the critical design and construction functions of their projects by using their own people and experience to deliver substructure, superstructure and facade installation in-house.
The Melbourne-based company collaborates with industry-leading developers and consultants on high-end residential and complex commercial developments to ensure that projects are designed efficiently and expectations on quality and cost are achieved.
We created a solid new brand which balances the youthful energy and the established expertise of Balmain & Co. In addition to the brand, we developed content for a new website and compendium that tells the compelling company story through its impressive people and projects.
On the site of one of Melbourne’s very first theatres, the Lyric Theatre has been reimagined as a series of chic apartments impeccably designed by Hayball and developed by SMA Projects. The Lyric offers sophisticated living in the heart of inner city Fitzroy.
Our brand and design work drew on the art deco and cinematic past of the development’s site, while our approach to a marketing video and layered images were inspired by the vibrancy of the surrounding streetscapes and the atmosphere of dusk as daylight gives way to nightlife.
In 2015 we were approached to design a new brand by the internationally renowned chef, Jacques Reymond. As his highly awarded cuisine is known for its sense of balance and finesse, we applied these qualities to develop a stylish new brand mark and a suite of sophisticated personal stationery.
Collins House offers a new height of luxury living within Melbourne’s CBD, developed by Golden Age and designed by Bates Smart.
The 100 year old Makers Mark building formed the inspiration behind and direction for the brand development and naming of Collins House. A contemporary masterpiece showcasing 267 residences, internal lounges, bars and a spectacular heritage lobby lounge, Collins House delivers an iconic Collins Street address, sweeping views and dramatically counter levered facade to form a superb addition to the Melbourne skyline.
Comprising 380 apartments, Parque is located on the former home of the Royal Victorian Institute of the Blind. Designed by Fender Katsalidis Architects, this is the second Australian project for the international development company S P Setia after the success of Fulton Lane in Melbourne’s CBD.
Once we established the Parque brand, our creative direction for the campaign drew inspiration from an old money sense of 1950s glamour. Grenade worked with stylist Caz Little from Dashing Hounds to evoke a perfect luxe look, complete with vintage relics to complement the nostalgic theme. Once again we were lucky enough to work with the talented photographer Paul Barbera on what was a sumptuous and extremely stylish campaign.
Situated in the heart of Prahran on Commercial Road, Emporia will be a new landmark on the Prahran streetscape.
Grenade created a brand informed by the rich history of the surrounding Emporium buildings – the original retail centres that shaped Prahran as a shopping destination. Today Prahran has evolved into Melbourne’s shopping capital and social hot spot with a lifestyle to accommodate its diverse residents.
Being based in Prahran ourselves, we celebrated the opportunity to explore what it means to live in this eclectic neighbourhood. We drew upon the talented illustration skills of Darren Henderson, with six ‘tribe’ caricatures singled out to help break down the many social scenes Prahran has to offer: The Foodie, The Hunter Gatherer, The Night Owl, The Cafe Hipster, The Gym Junkie and of course The Fashionista.
Designed with typical visionary flair by DKO Architects, Marina Tower is situated in the highly sought after NewQuay precinct on Melbourne’s waterfront.
Working for the first time with Hiap Hoe, Grenade developed a classic brand and campaign inspired by high-end European fashion labels. As the building is situated right on the water’s edge, our campaign celebrated the development’s unique location along with the best of ‘old world’ Melbourne. To achieve the right look to match this unique project, we enlisted the talents of New York photographer Paul Barbera and stylist Caz Little from Dashing Hounds.
Grenade was appointed by SMA Projects to create a compelling brand and marketing campaign for Yorkshire Brewery in Collingwood. Located in a private cul-de-sac address on Wellington Street, this impressive project comprises new apartments and townhouses set within the historic surrounds of the Yorkshire Brewery.
The architecture, created by award winning Hayball architects, reflects the site’s stylistic brickwork dating back to 1887, and merges contemporary design with the distinctive heritage building framework. At the centre of the project is the historic brew tower itself, which at one time in Melbourne’s history enjoyed the prestige of being the city’s tallest building.
Set in the splendour of Melbourne’s opulent Domain precinct, Fifty Albert by Hamton offers a residential living experience without peer. Designed by Elenberg Fraser, this 28-level apartment tower boasts stunning architecture, outstanding amenities and sweeping views.
Blending hand-rendered artwork with black and white photography, we executed a memorable campaign for its launch, and designed an iconic display suite that perfectly captured Hamton’s unique project vision.
Evergrande is a high-end developer with a real point of difference. Their truly collaborative approach brings together the best in architecture, landscape design, builders and creative consultants to deliver breathtaking luxury property.
In designing an elegant identity and logo mark for Evergrande, we responded to their appreciation of hand-crafted finishes. Our corporate branding brought an organic yet premium touch to a comprehensive suite of collateral including stationery, a style guide and a sophisticated website.
Grenade was engaged by Hamton to refresh all aspects of their brand and corporate communications to align with their evolving strategic platform. Following an intensive workshop and research process, we conceived a look and feel that was solid and bankable, yet portrayed Hamton’s leading edge approach to inner-urban living.
We had the unique opportunity to assist one of our favourite partners, the renowned Melbourne photographer Dianna Snape, with a refresh of her identity and website. Simplicity and purity were cornerstones of the brief, driven by the need to balance complex functionality of the website with continuity across a variety of communication mediums.
Sandown St is a peerless collaboration between four names in luxury property: Evergrande, Hassell, Miele and Jack Merlo Design. Featuring just four superbly designed residences only moments from Brighton Beach, this campaign required a minimal look to the brand to reflect the refined product on offer.
Developed by MAB Corporation and designed by multi award-winning architects McBride Charles Ryan, The Quays is set to become NewQuay’s most elegant address. With over 600 apartments across two distinctive towers, The Quays fuses inner city sophistication with the indulgences of a modern resort.
Inspired by its location, Grenade developed a visually striking campaign that articulated the unique benefits of luxury waterfront living on the CBD doorstep.
Gardenhill brings premium Melbourne living to the lush Eastern suburb of Doncaster. This stunning apartment tower, designed by the highly awarded architectural practice Woods Bagot, offers a life of absolute serenity, with uninterrupted city views, kitchens designed by Adam D’Sylva and an exclusive rooftop garden sanctuary.
We designed a classically prestigious brand for this impressive project, with design to match across print, online and video collateral, as well as a stylish display suite, with interiors designed by the talented team at ODO.
Grenade partnered with Beck Property Group for their latest SJB Architects designed project on Melbourne’s famed St Kilda Road. Formerly commercial office space, the site is being transformed into a 14-level apartment tower with a timeless grandeur that reflects its tree-lined surrounds.
Taking cues from the building’s existing art deco architecture, we delivered a striking suite of sales tools to underpin a highly successful marketing campaign that saw all apartments sold within the initial release.
Grenade was responsible for the development and execution of the branding and overall visual style guide for the chic Society development in South Yarra. Consisting of 242 apartments and retail space, the sales response to this market leading project by Hamton proved a huge success.
Michael Yates’ fifth Yarra Lane precinct development, and arguably the best located, Yarra House sits adjacent to historic Melbourne High School. Single-loaded to capitalise on its panoramic northern aspect, this beautiful contemporary building comprises apartments of one, two and three bedrooms.
Taking our visual cue from the school’s leafy surrounds and renowned heritage, we created a marketing campaign based on botanical photography. We applied a selenium toning effect to evoke an old world sensibility, then counterpointed it against the contemporary design of Bird De La Coeur Architects and Hassell Interiors.
Previously owned by Grenade director, Ben Buxton, the café’s re-birth presented us with the opportunity to design not just a new visual identity, but also its interior and fitout to suit the architectural vision of Platform Studio. We’re proud to see that Globe Café is now a new Chapel Street icon.