PROJECT
CONTEXT
ORO is part of a $1.5 billion multi-residential property project, Little Italy Newstead, that required a brand identity as sophisticated as its offering. I was tasked with creating a visual system that spanned across digital and print touchpoints, including the website and property brochure for sales.
The goal was to establish a premium, elegant presence that would appeal to high-end buyers and reflect the scale and prestige of the development.
ROLE
Lead Graphic Designer
TOOLS
Illustrator, Indesign
DURATION
Feb-Apr 2024 (Around 2.5 months)
SKILLS
Branding
Typography & Layout
Brochure & Print Design
High End Property Marketing
RESEARCH & DISCOVERY
Luxury developments don’t just sell homes — they sell a lifestyle, a sense of exclusivity, and access to a higher network.
Before diving into design, I took time to develop an understanding of Brisbane’s property market, with a focus on the Newstead area. I analysed numerous property brochures and visited show rooms of newly launched developments to better understand the target audience and how we could uniquely position ORO Newstead.
Illustrated Map of 185 Wharf Street's Brochure
Looking through selected tiles, travetine and textures with our interior designer
One brand that stood out was Murcia Residences. Their design was seamless — from logo to brochure layout — elegantly incorporating the building’s architecture into the brand identity. It felt cohesive, thoughtful, and beautifully tied to the project's interior themes and nature-inspired narrative.
However, while Murcia emphasised greenery and environmental integration, ORO Newstead had a different story to tell — one rooted in Italian sophistication and refined urban living in the heart of Newstead.
Murcia Residences Brochure
BRAND DESIGN REQUIREMENTS
Capture the essence of Italian-inspired luxury & lifestyle
Moving away from the bold, fashion-driven image of Italian luxury and instead capturing the understated elegance and aspirational lifestyle of Italy
Integrate architecture and interior features into the identity
Primary inspired by carlo scarpa and modern italy, the building included intricate patterns, beige travertine and gold accents
Create a logo that is structurally suitable for building façades
A key requirement from the client was ensuring the logo was structurally feasible, bold and legible enough to be fabricated for signagefor.
So,
How might we position ORO Newstead as a gateway to an exclusive, Italian-inspired lifestyle that resonates with high-end buyers in Brisbane?
DESIGN PROCESS
Exploration Into Scarpa Motifs & Patterns
I drew inspiration from the stepped forms of ORO’s façade, exploring patterns that echoed Carlo Scarpa’s geometric language. These motifs added depth and sophistication, tying the brand to modern Italian design and architectural elegance.
References of Carlo Scarpa's past work and patterns
Exterior building render of ORO Building and Little Italy Retail
An adaptation of one of Scarpa's design into the parent brand of ORO and other towers
Exploration of Colour, Typography & Brand Structure
I drew inspiration from Multiple drafts were tested to capture the essence of both Little Italy and ORO. We explored how they could coexist visually and whether ORO should be positioned as a distinct brand or remain closely tied to the Little Italy identity.
DESIGNS
Brochure, Website, Hoarding