Project Overview
Studley Park Residences is a refined residential development located on one of Kew’s most elevated and verdant addresses. Brought to life by Carpe, with architecture by Warren and Mahoney and interiors by Edwina Glenn, the project comprises 31 residences designed around a magnificent Himalayan Cedar and Manna Gum. Inspired by its central garden and framed by Melbourne’s most iconic parklands, the brand identity draws on nature’s quiet strength, grounding every touchpoint in calm, craft, and connection. The result is a visual and verbal language that feels serene and enduring — a home that belongs to its landscape.
Project Commissioner
Project Creator
Team
Studio White Noise:
Lauren Messina Design Director
Andreas Pranoto Creative Director
Dawn Liu Designer
Ross Karabelas Director
Caitlin Johnston Account Director
Carpe:
Tim Campbell Director & Co-Founder
Stuart Kacir Director & Co-Founder
Developer Carpe x Korda Mentha
Architect Warren & Mahoney
Interior Designer Edwina Glenn
Landscape Designers John Patrick Landscape Architects
Branding & Art Direction Studio White Noise
Construction Sinjen Group
Sales Agent Three Sixty Property Group
Render Artist Gabriel Saunders
Photography James Geer & Saskia Wilson
Media & Web Developer Equality Media
Copywriter Weina Ha
Display Signage & Hoarding Production Outcry Media
Print Production Press Print
Project Brief
To develop a brand for Studley Park Residences that captures the natural beauty, architectural integrity, and quiet prestige of the site through every touchpoint and in the atmosphere. The identity needed to differentiate the project within Melbourne’s premium residential market, while aligning with Carpe’s values and considered development ethos. The brand was required to communicate both the elevated lifestyle on offer and the lush, grounded experience of living in this unique corner of Kew.
Project Innovation/Need
What makes this project distinct is its deep connection to the site, not only in architecture, but in the brand itself. The identity doesn’t sit adjacent to the project; it grows from it. Using an aerial tree canopy as a key motif, the brand captures the essence of calm, filtered light and natural presence. Type, layout, and palette are all restrained and textural, evoking the atmosphere of the central garden and material language of the interiors. Animated cinemagraph renders enhance this storytelling, subtly showcasing the play of light and landscape across the facade and space. This tactile, immersive brand direction offers a more emotional, place-led approach to residential marketing.
Equally important was creating a cohesive brand outcome that honoured the collaborative nature of the project. From render direction to brochure production and photographic art direction, every element was shaped in dialogue with the full team, allowing the identity to feel not only unified but deeply attuned to its audience and setting.
Design Challenge
One of the key creative challenges for Studley Park Residences was how to translate the refined, nature-led brand into a physical space — namely, the large display suite that spanned two public frontages. The design team needed to ensure this experience communicated both the elegance and tranquillity of the project, while standing out in a competitive real estate landscape.
The rear entrance posed the greatest spatial challenge, with a dramatic sloping exterior and limited visual connection to the street. Rather than treat it as a secondary access point, we elevated it as a branding opportunity. A custom canopy was designed and printed with a photograph of the tree canopy — a motif central to the identity — and overlaid with bespoke 3D logo signage. The sculptural lettering casts soft shadows on the printed canopy below, echoing the brand's focus on light, nature, and subtle texture.
Inside the suite, the identity continued through considered typography, colour palette and messaging, offering a seamless extension of the brand’s tone — refined, calm, and connected to place. The result is a display suite that doesn’t just present the project, but embodies it.
Effectiveness
The Studley Park Residences brand was designed to communicate a unique, design-led living experience — one grounded in nature, refined in execution, and elevated by craft. Every element of the identity system worked together to express this quietly luxurious and deeply contextual offering.
The core brand idea — “Designed around the landscape” — shaped all touchpoints. From the calm, organic layouts and elegant typography to the soft, natural palette, each choice reinforced the project’s architectural and environmental values. Messaging centred on themes of nature and craftsmanship, offering a sophisticated yet accessible tone that resonated across audiences.
Print and digital assets, including the campaign website, extended the brand into a clear and cohesive language, balancing information with emotional storytelling. The display suite brought this to life in spatial form, most notably through the sloping canopy printed with tree canopy imagery and 3D signage, creating an immersive sense of place that echoed the site’s central courtyard.
Together, these elements created a consistent, layered identity — one that stood out in a competitive market while remaining grounded in the distinct qualities of the project. A brand that not only reflected the residences, but the experience of living there.
Graphic Design - Identity and Branding - Property
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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