Madeline Apartments

Year

2023

Client

Pitard

Agency

Nose to Tail

My Role

Naming
Visual Identity
Brochure Design
Digital Marketing

Branding design for a suite of modern apartments to be sold off-the-plan in Moorabbin, a growing coastal suburb in outer Melbourne. 

The client required a fresh name and modern look that would appeal to young professional women looking to become home owners.

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Brief

Pitard, the developer, was launching a new apartment building in Moorabbin and needed a full brand identity. Starting with a name that would appeal to young professional women buying their first home. The brief called for something stylish, hopeful, and modern without being overly feminine and cliché.

Solution

I explored a range of female names and proposed Madeline - a name with elegance and meaning. Its definition (“high tower”) subtly connects to the apartment typology while evoking a sense of elevation and aspiration. Visually, I took cues from high-end fashion magazines, opting for a clean palette of black, white, and a bold yet soft yellow. The design balances sophistication with a sense of warmth and approachability, ensuring it would speak to the target demographic while standing out from typical off-the-plan developments.

Result

The brand was well received by the client, and the collateral helped position the development confidently within the market. While the project is still under construction, the branding has already played a key role in early interest and awareness. It remains one of my favourite examples of tone and typography working hand in hand.