BPM approached Red Robyn Design to brand its latest development Graphite, 46 designer apartments located in North Fitzroy, Melbourne. The brief comprised of the name Graphite (inspired by the colour palette of the interior design), the ‘grungy’ Fitzroy location and the requirement to redirect BPM’s Bayside perception.
The studio engaged potential buyers into the Graphite story, promoting culture and discourse through visual conversation. The classic typeface ensured the sleek feel of the development was maintained in balance with the location’s grungy characteristics. The key logo is featured within inverted commas, from which several conversational interpretations follow, including Graphite sitting within brackets, ending in a semi-colon or featuring an asterisk. Each punctuation mark is featured in yellow to bring life to the project and promote the vibrancy of the location. The brand converses with the viewer through each instance of its implementation: press and online advertising, environmental signage and print marketing collateral.