Project Overview

A landmark residential project aiming to set a new benchmark in Armadale. A bold, yet minimalistic brand capturing the essence of the development - the power of purity.

Project Commissioner

Chapter Group

Project Creator

Assembly Branding

Project Brief

Wrapped in white and akin to a beautifully sculpted, single ‘object’, Monument is about strength, confidence, and purity of form – a powerful idea to inform the project narrative and inspire the project creative. Driven by K2LD, the ‘shared mindset’ across architecture, interiors and landscaping design shaped a bold yet restrained minimal aesthetic.

Project Innovation/Need

A stunning 50-metre hoarding not only frames the display suite entrance, but takes advantage of the immense street frontage, commanding attention along Orrong Road. In an innovative first for Melbourne, oversized letterforms were manufactured in a custom reflective material; creating a beautiful play on scale, light, shadow and subtle shifts in texture. Elegant by day, unmissable by night.

Design Challenge

How do you capture the incredibly refined nature of a development, whilst still remaining bold and memorable? Best described as the perfect balance of ‘pragmatism and purity’, the Monument brand intends to make a valuable and lasting impression on buyers — a topic accentuated across marketing collateral and lead generation campaign.

Effectiveness

Assembly completed and end–to-end exercise; brand strategy, identity, website design and development, render art direction, display suite graphics, hoarding, print collateral, digital and print lead-generation campaign. The stunning 'reflective' hoarding was produced using a technique never before seen in Melbourne - not only a massive talking point, but translating into an enormous amount of enquiry in the opening weeks of the campaign. Quick sales have resulted in the project quickly transitioning into the construction phase – a true sign of an effective brand and campaign.