Balancing West End’s vibrant, creative energy with beautiful, modern homes designed for liveability, and downsizer buyers in mind. The identity needed to reflect the artistic, dynamic nature of the area while conveying the peaceful, sanctuary-like qualities of the residences, blending urban vibrancy with contemporary comfort. Before renders of the project were available, we needed to make an immediate impact and achieve cut-through in a busy market. To do this, we developed a core element for the brand, one that, in time, would become synonymous with the development: a key wave visual that could move and flow like Brisbane River itself. Paired with an ambitious and aspirational approach to lifestyle photography for both stills and motion, the result is a brand that feels both contemporary and timeless, rooted in place while looking to the future, and ultimately, captures a very particular moment in West End.