A simple and utilitarian campaign brand for an accessible apartment development in the heart of Prahran.

The name – Anchor Place – not only literally located the development through its physical address, but also provided the opportunity for language extension.

Rather than creating a set logo, the name is integrated throughout a modular system of key messages with an animated AP monogram creating a dynamic shorthand.

The renders show off the restrained, fresh and natural interior palette and highlight the modularity of spaces.

To add a human element and to show how the spaces come to life, we commissioned photography of a model which matched the lighting and angles of the renders and retouched these into the artist impressions.

We commissioned Lynton Crabb to photograph Prahran, capturing the colour of Prahran Market, the buzz of Chapel Street, dining experiences along Greville Street and the expansive surrounding parks.

An integrated campaign was expressed across marketing brochures, website, print and digital advertising, Electronic Direct Mail and social media.