CLIENT
Ceerose
MY ROLE
Art Direction and Design
AGENCY
The Property Agency
Overview
Alex Collective is a vibrant residential development located in Alexandria – a trendy urban, inner-city suburb in Sydney, Australia. It embraces the suburb’s authenticity through a stunning architectural vision that seamlessly blends contemporary design with the area’s historic charm. The development features four buildings housing a variety of apartment styles, all reflecting the industrial legacy of the neighbourhood.
Targeting young professional home buyers and investors, we were tasked in creating a modern, authentic and striking brand. A brand that would not only appeal to this target audience, but also promote Alexandria as an extraordinary place to live.
Naming/Identity
The name ‘Alex Collective’ was chosen as it spoke true to the suburb (word ‘Alex’ is abbreviated from Alexandria) and also the product which is a collection of apartments, penthouses, lofts, maisonettes, common green courtyards, laneways and retail. The identity is inspired by the architecture with its distinct sawtooth shape roofs that are inspired by Alexandria’s industrial heritage.
Messaging and Visual Language
Crafted messaging and the visual language with its bold use of fluoro orange, serif stencil typography and imagery brings a modern and urban industrial chic to the brand. Referencing the stunning warehouse-inspired design of the residences and also showcasing the convenience of living in Alexandria.
Marketing Collateral
The brand was rolled out across multiple touchpoints including brochure, floorplans, website, press ads, social media, signage and other collateral.
Award
This project won a Silver in the International Graphis Design Awards for Branding and features in the Graphis Design Annual 2022 publication. Winner in the Asia Pacific Property Awards 2021-2022 for Best Development Marketing in Australia.
Credits
Creative Collaboration: Costa Popolizio, Nick Little, Kyran Della Vedova