A property marketing campaign that celebrates the rich cultural lifestyle of Carlton for an apartment development targeting both owner occupiers and astute investors.

Referencing Carlton’s rich history

Extruded typography – commonly found on parapets of Carlton’s historic Victorian terrace houses – provided design inspiration for the word mark and incorporated date of project commencement.

Start your Carlton journey

Being the most walkable precinct in Melbourne, the campaign celebrated all the ways one might meander through Carlton on foot.

This idea was supported through commissioned illustrations by Jeff Phillips (Jeff the Peff) and the lifestyle photography of Mark Roper.

Reframing Carlton

The architectural expression of Fender Katsalidis’ façade presents a rectilinear brick framework, referencing both the historic precedent of the predominant terrace housing of the area and Carlton’s multifaceted history.

This form inspired a gridded visual language that houses a combination of elements including targeted messaging, illustration and imagery.

Drummond on Display

A dedicated sales suite was also established to help reinforce the materiality, integrated technology and generous apartment spaces on offer.

Celebrating wellness real estate

Drummond House presents the first dedicated wellness offering of any residential building in Carlton, with spaces, programs and technologies helping residents prioritise their health.

Communications and collateral were developed to help present this differentiating offer which extended to a suite of videos highlighting the building’s benefits, made in collaboration with TrueView Films.