We developed a positioning centred around ‘Curating Melbourne’ to reflect the architectural landscape of the city, and the people and projects that shape it. The identity centred around a modern, stylised monogram representing the number ‘17’. The shapes borrow from the structured semblance of the façade, with a subtle nod to the art deco influence.

A series of interview-based films and a 198-page hard cover book became the centrepiece of the marketing, telling the property’s story through behind the scenes interviews with the development team.

We enriched the storytelling experience across print and video with conversation-based interviews with key stakeholders. We art-directed, filmed and edited the content.


With construction completion expected in 2022, 17 Spring Street will be one of Melbourne’s most iconic luxury residential developments. Our unique storytelling approach created a campaign that elevated the development above all others. It was so effective that currently only one apartment remains available to purchase.