Project Review
The Penthouse
Collection
Client: Blair Property Group
Industry: Property Development / Real Estate
Scope: Branding, Sub-Brand Creation, Digital and
Print Marketing Design
Deliverables: Logo Design, Colour Palette, Fonts, EDM Template, Sales Brochure, Social Media Ads, Print Advertising
Timeline: 3 weeks
OVERVIEW:
The Penthouse Collection was a luxury sub-brand created for Blair Property Group to market the final remaining residences at Adamson No.5 — a boutique collection of 15 premium coastal homes priced from $1.98M. The exclusive penthouses, priced up to $6.95M, offer private pools, panoramic ocean views, and refined coastal living at its best.
The Penthouse Collection brand was designed as an elegant extension of the existing Adamson No.5 identity. The objective was to highlight the distinct architectural features of the penthouses — including curved plunge pools, Persian stone finishes, and large circular skylights that flood the interiors with natural light.
The refined visual identity elevated the overall perception of the development, helping to capture the attention of high-end buyers and drive the sale of the final penthouse residences.
The Challenge
Elevating a Luxury Sub-Brand.
With most of the main residences already sold, the client required a targeted brand refresh to reposition and promote the final penthouse units as a premium offering within the development. The challenge was to create a distinct yet cohesive identity that felt connected to Adamson No.5 while emphasising the bespoke luxury and architectural sophistication of the penthouses.
CLIENT GOAL:
To design a sub-brand that enhanced buyer interest and showcased the unique design details and lifestyle benefits of the penthouse residences, using elegant branding and high-quality marketing materials to attract discerning buyers.
The Approach
Sophisticated
Quiet Luxury.
DISCOVERY:
We began by revisiting the Adamson No.5 brand foundations to ensure continuity and visual harmony. Market positioning research helped us define how The Penthouse Collection could stand apart while remaining recognisably part of the Blair Property Group portfolio.
EXPLORATION:
Our design direction focused on sophistication and restraint. We developed a refined logotype, paired with a muted coastal-inspired colour palette and elegant typography to mirror the architectural detailing and materiality of the penthouses.
REFINEMENT:
The final brand system was applied across a range of digital and print materials, including:
Logo Design: A minimalist, elegant mark reflecting refined coastal luxury.
Logo Design: A minimalist, elegant mark reflecting refined coastal luxury.
Typography & Colour Palette: A sophisticated combination of neutral tones and structured typefaces inspired by stone and light.
EDM Template: A custom email marketing template to promote availability and highlight key penthouse features.
Sales Brochure: A beautifully printed brochure showcasing photography, architectural renderings, and detailed finishes.
Social Media & Print Ads: Campaign visuals that elevated awareness and reinforced the brand’s exclusivity.
The Outcome
A Refined Sub-Brand
that Drove Sales.
The Penthouse Collection branding delivered a seamless extension of the Adamson No.5 identity while amplifying its prestige. The elegant design language, supported by high-quality marketing collateral, enhanced buyer perception and engagement, contributing to strong sales performance of the remaining penthouse units.
RESULTS:
The sub-brand successfully positioned the penthouses as a distinct and aspirational offering, helping Blair Property Group achieve a sell-out of the final residences while reinforcing their reputation for delivering high-end coastal developments.
Industry Insight
Why Sub-Branding Matters in Luxury Property Marketing.
In premium property developments, sub-branding is an effective strategy for differentiating signature collections or premium units within larger projects. A carefully crafted sub-brand allows developers to highlight exclusivity, design excellence, and lifestyle appeal while maintaining connection to the core brand. The Penthouse Collection demonstrates how refined visual storytelling can elevate perceived value, attract affluent buyers, and accelerate sales.