Considered Carlton Living

Invited to contribute at the building design stage, we forged a strong USP by helping integrate space optimising furniture and storage ideas into the apartment floor plans, and a plethora of smart resident amenities throughout communal areas. ‘Small but perfectly considered’ became our mantra for the communications design that followed. The brand ‘apt’, we abbreviated from the word ‘apartment’. Its chameleonic wordmark, we derived from a basic cube. And the deceptively simple square collateral? An origami brochure cover that unfolded to reveal a map of the area. All an embodiment of 'Considered Carlton Living'.