Service
Sector
Arclane are an ultra-creative, premium property developer. Like any ambitious business at the height of their craft, they were looking to strengthen their presence in the Australian property market. And they didn’t just want an immediate impact or a quick win: they wanted to build a brand that would nurture steady growth for years to come.
Cutting through in the world of property is a tall order. It’s a market with big players and considerable competition, each striving to be top of mind for buyers, architects and investors alike, so it’s very easy to be crowded out and become invisible.
But while there’s no shortage of developers, there is a gap in the market: there are many formulaic, standard-issue developments out there. They tick the boxes and make commercial sense, but lack the sense of flair or beauty that make them a truly high-value property.
But Arclane is different. Following a series of in-depth strategic interviews with their team, we discovered their unique value in the market:
They approach every space with the care and consideration of a craftsperson, blending aesthetics and functionality to create spaces that are as beautiful as they are usable. They’re places that inspire and you can admire, while still having the right features to support living, working and playing with ease. Instead of being places people just spend time in or move through, they’re places people love.
This insight led to our brand idea, “Makers of Modern Living”. It captures how every development perfectly marries form and function, beauty and purpose, to provide a refined and modern living experience. By giving residents the best of both worlds, and standing for something more aspirational than transactional, it was a real challenge to the status quo of the market.
It was then a question of applying this philosophy to everything the brand made, said and did. We created a design system that was spacious, clean and easily navigable, but with plenty of flourishes mixed in: flowing lines, elegant curves and elevated imagery, all the finishing touches that make you stop and stare.
The logo then brought it all together in a symbol of incredible visual economy. “Makers of Modern Living” was etched into its very shape, with three arched versions of the letter “M” combining to create a stunning building. A true work of art, just like their developments.
The Results
“Makers of Modern Living” proved to be the perfect platform for the brand. Not only is the idea distinctive in the market, it elegantly summarises what makes Arclane’s developments of superior value.
Which just goes to show: to avoid becoming invisible, you need to lean into your beauty.
