Payce Consolidated Limited and Sekisui House

Project Type



Payce, a leading Australian property development and investment company, announced plans for a major urban renewal of the Melrose Park area located in New South Wales. This included the development of 5000 new apartments, affordable housing, public parks and community facilities. The development would also incorporate sustainability, such as renewable energy generation for the homes, electric charge points for cars, improved cycleways and an electric shuttle bus service.

My task was to develop a brand concept that would encapsulate and amplify this exciting new project.


To capture the scale, mixed-use and interconnectedness of the new Melrose Park development, inspiration has been taken from the proposed complex and surrounding area to produce the new identity. The use of interconnected shapes/lines signify community, sustainability and coming together and create very distinctive patterns which fuse together to create a unique identity that is Melrose Park.



A unique and flexible identity system. The brand patterns and shapes are versatile allowing it to translate effectively across all touchpoints – digital, signage, print and merchandise.