Illume is a luxury residential development in Canberra’s prestigious inner south. Swell worked closely with the BISA development team to craft the positioning and go-to-market strategy for Illume, followed by the development of the brand identity, marketing campaign, website, and environmental design of the sales gallery. +
The elegant wordmark echoes the exterior of the primary building and its distinct curved façade, designed by the highly-accoladed COX Architecture. The identity is infused with a rich colour palette evocative of the development materials, and tactile printed pieces for textural intrigue.
In collaboration with photographer Adam McGrath, a series of photographic works—featuring Cecchetti ballet artist, Amy Macris—were commissioned to interpret the fluid nature of light and shadow as they interact with architecture, dancing between elements of space, structure, and time. Swell also commissioned photography studio Pew Pew to document the character and surrounding neighbourhoods of Griffith. To bolster the marketing campaign, Swell facilitated the production of visualisation renders with our partners Two-O-Seven.
Illume’s website is a comprehensive digital experience of the marketing campaign of the project, embodying the nature of the brand while feeling easily navigable for potential buyers to locate and digest information. To support the marketing and sales efforts, Swell designed a comprehensive suite of print materials including custom-wrapped brochures featuring metallic inks and a foil-stamped logo, and large fold-up level plans to house floor plans and inclusions brochures.
Swell also provided environmental design and consultation for Illume’s sales gallery experience, helping develop the sales experience path to clearly convey the project offering. The static components designed for the space include exhibition-like installations to convey the concept of the story, the team, and material displays to feature the finish palettes of interior spaces designed by Sally Hieatt Interiors.