UKIYO

The floating world.

 

We were tasked with the complete branding of a unique development in the neighbourhood of Prahran. The architecture would combine inspiration from Prahran’s aboriginal meaning ‘surrounded by water’ but also the work of Japanese fashion designer Issey Miyake. This intriguing duo would create a highly atmospheric and abstract brand.

Design by thinking

We decided to name the project ‘Ukiyo’, meaning ‘the floating world’ in Japanese. We then set about using the geometry of the building, how light falls on it as well as the movement of people within to draw the logo – itself representing a Japanese screen. This linear, pleated idea became fluid in a painted brandworld represent the flow of the neighbourhood.

Ukiyo’s Voice

We carried the inspirations all the way through the project to copywriting whereby the building expressed herself via Haikus. This ancient Japanese poetry structure provided highly evocative descriptions of Ukiyo and Prahran to the potential buyers.

BRAND IDENTITY • LOGO • SIGNAGE • BROCHURE • PHOTOGRAPHY • PRINT & DIGITAL ADVERTISING • PHYSICAL & DIGITAL DIRECT MAIL • EVENTS • COPYWRITING • TONE OF VOICE • WEB DESIGN