A boutique residential development in the heart of vibrant West Melbourne poised to redefine green living.
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ARLO was conceived as PDG’s newest boutique residential development - the brand needed to feel bold and design-forward, while still being accessible to a wide range of potential residents. One of the core challenges was developing an identity that would resonate primarily with young families and current homeowners in the area, without alienating other key audiences such as downsizers and lifestyle-focused renters. The identity had to strike a balance between contemporary confidence and a sense of warmth, familiarity, and long-term liveability.
I was engaged to lead the core identity through to marketing collateral, signage, and the display suite experience. The goal was to shape a visual language that felt fresh, progressive, and grounded in real urban living.
At the centre of the brand is a bold, geometric wordmark paired with a confident sans serif typeface - reflecting the project’s architectural clarity and design-forward character. The identity leverages strong visual hierarchy, minimal layouts, and a refined colour palette to create a sense of precision, while still feeling grounded and relatable. Supporting design elements and messaging were built around lifestyle, locality, and liveability — helping ARLO stand out in a competitive market while connecting with a diverse audience of future residents.
