"Life is Beautiful"
Luxury property development group ‘Luxcon’ is renowned for delivering highly acclaimed projects that surpass expectations and raise the bar for residential luxury living. Their latest beachfront project on the Gold Coast’s Garfield Terrace is no exception.
As part of their recently launched ‘Coastal Collection,’ the site at 63-65 Garfield Terrace is a study in contemporary elegance and an unrivalled waterfront urban sanctuary. Positioned on the cusp of Surfers Paradise, a destination buzzing with vibrant nightlife, oceanview dining, contemporary art and a beautiful connection to the natural landscape, their vision was to build an idyllic place that is designed around reconnecting with your environment, your loved ones, and yourself.
Crafted by acclaimed architectural firm PBD Architects, Luxcon’s development comprises 28 deluxe penthouse-style apartments with uninterrupted 360-degree ocean and hinterland views - combining the sophistication of ocean-front glamour with timeless beachy serenity. Having previously worked on successful developments with both teams, TOAST was engaged as the branding agency to design the Place Thinking, Visioning, Branding & Concept Development for this deluxe destination.
Luxcon’s creative mission for their luxury residential offering was to deliver a world of beachfront bliss which redefines coastal living in the Gold Coast. Communicated through the unique architectural form, their development sets out to harmonise the ubiquitous edge of city charm with the freedom and relaxation innate to beachfront living, introducing a level of contemporary design that is unseen in the Gold Coast.
TOAST’s challenge was to develop a unique brand design to communicate the building’s unmatched opulence and a place identity which was bolstered with competitive longevity against the Gold Coast’s ever-growing luxury property market.
Luxcon envisioned an iconic place, one which marries inspired architecture with the natural beauty of the Gold Coast; a highly unique destination designed for residents to ‘escape’. Through branding, TOAST needed to craft this visionary story and create an enviable beachfront oasis.
As embodied in its name, Escape is a place offering freedom and sanctuary from daily routine. Having space to reset, reflect and recharge is integral in life - values which were at the core of our placemaking principles.
Building on these ideals, our team devised the tagline ‘Live beyond boundaries.’ Not only does this expression complement the qualities of flight and freedom innate to the development’s name, it also reflects the building’s visionary and expansive architectural facade. Bridging urban design with a coastal lifestyle, Escape’s contemporary architectural form oozes sophistication and showcases character that expresses striking individuality in its contextual coastal scene. ‘Live beyond boundaries,’ and the very essence of Escape, embodies these values by delivering a place of contemporary beauty and absolute luxury unmatched on the Gold Coast.
Taking inspiration from PBD’s contemporary architectural design which elegantly echoes a boundless winglike form and sleek ripple symmetry, our team designed the Escape logo to mimic the broad wingspan of a bird in flight and the sleek grandeur of the building’s entrance. Marrying its architectural design and core values of flight and freedom, Escape epitomises contemporary beachfront beauty; it is a place which inspires future residents and their visitors by providing them sanctuary from daily routine.
Towering above the Gold Coast skyline, Escape is a study of urban decadence. Full-floor privacy, personal concierge services and eclectic luxe architecture; it offers the finest in resort-style luxury living. Luxcon’s driving force and mission for Escape is to deliver an exclusive life of luxury, balance and freedom. This Place Mission is encapsulated in the branding’s birdlike imagery with connotations of freedom and flight, and a beautiful reflection of the expanse of its building form.
Concurrent to the acquisition of 63-65 Garfield Terrace, Luxcon landed a prime development opportunity in Byron Bay, the launch of which was shared with Escape as part of their ‘Coastal Collection’. For both projects’ launch, our team devised the strategic brand footprint and visual identity, executing the brand across a campaign brochure, sales book, full website and brand video, for which we directed the photography, talent, voiceover and videography, alongside the production team, XMEDIA.
The colour palette across Escape’s branding suite was designed for two visual territories, a primary ‘Night’ palette of Charcoal, Gold and Chalk, the depth of which reflects the ocean, sand and moonlight under an evening sky, and a secondary ‘Day’ palette of Mint Green, Cream and Chalk, capturing the serene colours of the sea, sand and sun.
Encapsulated in the branding’s birdlike imagery, the wingspan connoting life, flight and liberty whilst beautifully reflecting the expanse of the building form, our Place Visioning and Brand Identity reflect Luxcon’s driving force and mission for Escape to be an enviable oasis, delivering an exclusive life of balance, freedom and inspiration.
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