Self-titled Newormond Brand Identity Hero 02
New Ormond
A new outlook

A new name and campaign brand for a bespoke apartment development that reimagines life in a suburban location.

Self-titled were commissioned by property developer Sloane to name, brand and market seven Megowan Architectural designed townhouses.

The target market were predominantly design-savvy inner-city owners/renters moving further out to gain a home with more space, access to parks and great schools.

We identified a key pain point for this group was a fear that moving to a suburban location would mean giving up the restaurants, bars and cafés they frequent. Our challenge was to demonstrate that a design centric, culturally rich lifestyle was achievable in Ormond.

Self-titled Newormond Brand Identity Poster 02
Self-titled Newormond Brand Identity Render 01
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Self-titled Newormond Brand Identity Render 02

Based around the Self-truth® of ‘Cool Suburbia’, the name New Ormond is a reflection on the area – a historic Melbourne suburb that is experiencing rapid regeneration.

Drawing on classic design cues, the visual identity is clean, refined and self-assured. The language based on ‘new’ is an invitation to reconsider what you think you know about suburban living.⁠

With the help of stylist Ruth Welsby, the renders by Binyan Studios give a relaxed, lived-in feel, whilst appealing to the design savviness of the target audience.

 

Self-titled Newormond Brand Identity Brochures 01
Self-titled Newormond Brand Identity Brochures 02
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Self-titled Newormond Brand Identity Spines 03
Self-titled Newormond Brand Identity Salespresenter 06
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Self-titled Newormond Brand Identity Materialsbox 01
Self-titled Newormond Brand Identity Materialsbox 02
Self-titled Newormond Brand Identity Website 08
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Self-titled had a thoughtful and considered approach from the outset and showed the patience and creativity to deliver well beyond the brief.

Adam Sloane, Director, Sloane

Credits

Self—titled

Paul Monkivitch
Jake Smallman
Ryan Winter
Owen Davey

Sloane Property

Adam Sloane

Collaborators

Dan Mahon, Photography
Ruth Welsby, Styling
Binyan Studio, 3D Renders

Typefaces

Helvetica Neue

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