Piccolo House - 18 Barry St, Kew - Identity

Every element of the campaign built towards a single experience. One of exceptional quality.

The Brief

Piccolo House - 18 Barry St, Kew, is Piccolo's most refined project to date.

A collection of light-filled residences designed by Woods Bagot and Hecker Guthrie, set within one of Melbourne's most tightly held addresses. Max&You was engaged to bring the project to market, from brand identity through to every touchpoint a buyer encounters on the purchase journey.

Our role included developing Brand Identity, Collateral Design, Creative and Art Direction for CGI Project Film, Photography, Film Production, eDM, Showcase Sales Interface, Social Media, Paid & Organic Campaigns.

What We Did

We created the 18 Barry Street brand from the ground up and built the complete communications ecosystem around it. The visual identity established the tone — restrained, elegant and deeply connected to the character of Kew. From there, we produced every piece of collateral, every film and every channel needed to take the project to market.

The design inspiration film series gave particular voice to the people behind the project — Michael Piccolo, Woods Bagot, Hecker Guthrie and Acre — creating a narrative layer that goes well beyond the typical property marketing playbook.

Brand identity and visual language — brochure and apartment specification guides — stationery — floorplan design — DisplaySweet sales interface — art direction of CGI film and renders — art direction of still photography — design inspiration film series — EDM customer journey — organic and paid social media campaign

The Result

A complete project campaign spanning brand, print, digital, film and sales. The Showcase sales interface brought the floor plans and residences to life in the display environment. Every EDM, every social post and every paid placement was built to attract and convert a discerning buyer audience from $2.2 million.

A project presented at the standard that its architecture demands. Construction underway. Now selling.