CREMORNE PLACE

Creating a Future Classic

120 Cremorne Street is Cremorne’s new 13,000 sqm neighbourhood tower, designed for businesses seeking expansive floorplates in Melbourne’s most ambitious and progressive Commercial Precinct.

Tasked with creating an identity that moved beyond Cremorne’s established reputation as a hub for creative and tech industries,
I developed a brand that would appeal to large corporates. The result: Cremorne Place – a name that embodies both prestige and impact.

Positioned as ‘A Future Classic’, the brand conveys the building’s timeless but contemporary appeal.  The identity is complemented by powerful, high contrast black-and-white photography to emphasise shadows, drawing inspiration from the building’s distinctive gabled roof architecture and its commanding presence within the precinct.

With the pre-leasing campaign underway, 25% of the total space is already under offer, underscoring the effectiveness of the brand identity and marketing strategy.

PLACE IDENTITY

TYPOGRAPHY

ART DIRECTION

DIGITAL

Credits:
Copywriting, positioning, naming and marketing strategy were developed by the talented team at
Nose to Tail.