35 Wellington St Development Branding

Gauge Property engaged Principle Design to create an identity for an upcoming boutique residential development, 35 Wellington St in St Kilda. Working in close collaboration with Carr Design, Flood Slicer and Bruce Henderson Architects, Principle Design created a brand language that reflected the high quality interior finishes and understated, minimal design aesthetic of 35 Wellington St.

Drawing inspiration from the project’s luxury interior and architectural finishes, we designed a suite of collateral pieces, each with its own unique textural experience. We achieved this through specifying innovative paperstocks, print techniques and special finishes such as copper staples, embossing and spot varnishes.

Melbourne Design Awards 2014
Winner Publication