George + Powlett apartments is our latest residential property development branding project. After launching ICON‘s corporate brand identity we were engaged to develop their most prestigious project to date, set in the leafy and exclusive suburb of East Melbourne. Balanced contrasts play a pivotal role in the visual identity with every element of the marketing material reflecting the seamless connection between environment and structure. Inspired by the perfectly executed design of architectural practice Powell & Glenn, tension between light and shade, structure and nature and timeless precision were cornerstones behind the brand. We engaged renowned photographic duo Kate Ballis and Tom Blachford for series of abstract architectural pieces. To do this beautiful project justice, every detail throughout this brand suite was meticulously considered, to reflect the development’s offer of distinguished living.