Project Overview

Premier Tower is a master planned precinct with a competitive point of difference in a market dominated by residential only towers. With retail, office space, hotel rooms and apartments, the whole precinct is designed as a self-sustaining development with stunning appeal. Designed by Elenberg Fraser, the distinctive curved architecture was visually different to anything on the Melbourne skyline, which captured international attention.

Project Commissioner

Fragrance Group

Project Creator

Hoyne Design

Team

Marketing Strategy: Dan Johnson
Art Director: Nichole Trionfi
Account Director: Danielle Caruso

Project Brief

Premier Tower was going to be Melbourne’s most progressive architectural statement, prominently positioned adjacent to the city’s most thriving transport interchange. Hoyne completed the branding, including naming and strategy for the development. Leading the charge was a distinctly notable brochure that matched the unique structure.

Project Innovation/Need

Being labelled as an architectural first of its kind, the branding for Premier Tower reflected the innovative thinking and principles on which the building was designed. The publication embellishments were modelled around the unique form with linear shaped embossed cuts, metallic inks and mirrored finishes used throughout.

Design Challenge

There were few challenges with this project as the stunning yet ultimately simple architecture allowed for flexibility in our design and strategy.

Effectiveness

The positive press both within Australia and international was exceptional. Premier Tower caught the attention of publications like Vogue and the New York Times.

Graphic Design - Publication

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 of information style to audience.
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