[MEL24]

Key Dates

30 Nov 2023 -Launch Deadline
14 Mar 2024 -Standard
13 Jun 2024 -Extended Deadline
21 Jun 2024 -Judging
10 Jul 2024 -Winners Announced
Sunday, 14 December 2025 17:03 local time

Sculpt

Monolith / Earl.St | Graphic Design - Identity and Branding - Property - Lifestyle


 
Image Credit :



Project Commissioner

Monolith

Project Creator

Earl.St

Project Overview

From an acclaimed collaboration between Mim Design, Parallel Workshop and Jack Merlo, Sculpt presents a masterfully crafted collection of Hawthorn homes. A masterclass in modern craftsmanship, Sculpt translates the elegance of classical architecture into a contemporary and dynamic composition. The building's sculptural form exudes an aura of sophistication and elegance, harmonising the past and present in a singular expression. This unwavering commitment to timeless design resonates throughout the interiors, where the marriage of pure materiality and refined detailing creates an unparalleled living experience.

Team

Architecture: Parallel Workshop Interiors: Mim Design Landscaping: Jack Merlo Renders: Studio Piper Hoarding: Outcry Media Earl.St Designer: Amelia Anderson

Project Brief

Our brief was to create an elegant brand and sophisticated collateral, celebrating the project's exceptionally tailored and highly-curated design and, in doing so, positioning the project as individual homes that establish an elevated way of life. 

Project Innovation/Need

Since the project's architecture was inspired by haute couture and classicism, we wanted to convey the hand-crafted approach taken toward the project's design and materiality. The project's name lends itself to the brand image and is reflected in the distinctly carved arches of the building facade. The bespoke letterforms we created also appear sculpted and hand-crafted, further connecting the brand to the project's architectural form. We decided to take it one step further and elevate the brand by commissioning a visualised 3D animated render of sculpted clay to create movement and curiosity while reiterating the project's curated design philosophy. 

Design Challenge

Highlighting the design calibre and vision to bring to life Sculpt proved challenging due to the lack of a shared vision between prominent design studios. Nonetheless, through effective communication and extensive research, it exceeded expectations and created a brand that was better than expected. 

Effectiveness

Our understated approach to brand and marketing generated significant intrigue about the project despite its launch next week. Rather than spoon-feeding potential buyers' information, our strategy effectively drew people in, pushing them to find out more about the project on their own accord. The client and collaborating teams are incredibly pleased with the print and hoarding outcomes. They feel we have achieved the objective of articulating the project and design vision through print and other collateral.


Graphic Design - Identity and Branding - Property - Lifestyle

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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