Citrine

A project brand for a distinguished Melbourne developer

"T&G has delivered us branding and marketing material of the finest quality, which strongly supports our market positioning of premium quality. They really understand what we do and what we’re about, which is invaluable for us to have in a partner."

BEN ATANASOVSKI
Director

Challenge

Branson Property Group needed to brand a new development of eight luxury townhomes  in Victoria, Australia priced between $995K-$1.495M. The community of Essendon did not currently have luxury townhomes, so the challenge was to position the development as both exceptional and suitable to the community. There was also a need to stress the superior investment outcomes of townhomes over general apartments, a fact not appreciated by homeowners and investors.

Solution

We named the development ‘Citrine’ to reflect the rarity of a quality property in a secluded location. Branson is well known and respected in Melbourne, so we used their name liberally in the brochure text, while showcasing Citrine on the cover with a geometric brandmark.

The Citrine logo utilises a custom typeface, designed to represent the timeless, exclusive and prestigious nature of the development by incorporating angled facets into serifs.

The colour palette is clean and refined, with mature neutral tones offset by tasteful additions of warm tones throughout the imagery to further reflect the play of light and colour. The icon and wordmark represent a sophisticated brand identity that is displayed across a range of supporting collateral.

Results

Six of the eight Citrine townhomes were sold within two weeks of the brochure’s publication, a remarkable result.