The Rochester Rose Bay Brand


IPM Property Group


Creative Concept, Art Direction and Design


The Property Agency


The Rochester, located in the affluent harbourside suburb of Rose Bay in Sydney’s East, is an exclusive collection of 10 beautifully crafted residences. A dynamic expression of modern living, The Rochester marries elegant design, high-end finishes and functional planning in wide, brightly-lit spaces. The use of neutral tones and impeccable, simple surfaces set a blank canvas for romance and style.

Targeting high net-worth individuals and downsizers, a premium looking brand was needed to help showcase this development and appeal to these home buyers.


Based on the narrative, ‘The Romance of Rose Bay’, a bespoke brand was developed that expresses affluence and seductive living in Rose Bay. The art direction of a location photoshoot, captures the quaint, bayside village vibe. The curation of the CGI renders, showcases the stunning contemporary finishes. The neutral brand colour palette and minimal logotype/crest both set the tone of modern beauty and style. ‘The Rochester’ name also captures the romance of the iconic seaplanes that to this day still fly in Rose Bay, with the first flying boats being produced for Australia in Rochester, England back in 1938.