BRAND IDENTITY
GRAND CENTRAL
BRAND IDENTITY AND DEVELOPMENT
LOGO DESIGN | GRAPHIC DESIGN | WEBSITE DESIGN
Grand Central Apartments by Ray White Projects
Leaders in the property market, Ray White Projects required branding for their new luxury development, Grand Central, set to be one of the most innovative apartment buildings in the area. The brand identity was lead by the indulgent concept ‘centre of attention’, supporting the development’s name.
The use of grandeur colours alongside simple, elegant branding placed emphasis on the luxury & glamour that came with the notion. The brand identity was supported by print collateral, sales brochure, print adverting, website design, construction adverting and outdoor media.
Utilising a centre directional shape, the chosen logo supports the marketing concept ‘centre of attention’. Saturated with gold, the shape takes on another form with a strong composure reflecting a diamond, the air of elegance and quality that formed the Grand Central’s personality.
The Grand Central campaign concept evokes the desire of the ego, to be the ‘centre of attention’. Providing buyers with the opportunity to engage with the luxury and decadency of the grand lifestyle, the innovative and newest development would ensure they were the talk of the town. Celebrating leadership as the Grand Central elevates the area it is built, potential buyers were encouraged to be natural born leaders, the icons of luxury and style with a hint of unapologetic indulgence.
