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VUE is a luxury condominium complex located in Gold Coast, Australia. The brand was developed to reflect the prestigious details and high-end design of the apartments, capturing a vision of design along the Coomera River.
The logo and brand identity were directly inspired by the complex's architectural elements and its natural surroundings, embodying a blend of defined shapes, tactile textures, and the serene colors of the Coomera River touching the mainland.
Brand & Design inspired by architecture
The brand for VUE was crafted to reflect the complex’s luxury and prestigious details. The design philosophy of the building defined shapes and soft lines was translated directly into the brand's visual identity. The logo, in particular, was drawn from the very elements of the complex, ensuring a cohesive and authentic connection between the brand and the property it represents.
Sensory & Environmental brand elements
The brand identity was built around three core sensory elements: "Defined shapes and soft" for design, "The tactile sense of stone" for texture, and "The river touches the mainland" for color. This strategy was used to create a rich and immersive brand experience. The deliberate use of these physical and environmental cues ensures the brand resonates with a sense of place and luxury, appealing to a high-end clientele.
