Elema

Brief

We were engaged to develop the brand and marketing collateral for Elema, an exclusive collection of townhomes in the coveted bayside suburb of Brighton, Melbourne. Offering a rare opportunity to secure a home in one of the city’s most desirable postcodes, the project combines refined architecture with a lifestyle defined by elevated coastal living within close proximity to the CBD.

Scope of works

Brand Identity
Graphic Design
Creative Strategy
Campaign Direction
Art Direction
Website Design
Digital Design
Publication Design
Environmental Signage Design
Animation

Open brochure showing a personalised property marketing campaign for a contemporary home with a courtyard pool and garden.

Open magazine spread featuring A Celebration of Textures and Nature on the left and an architectural rendering of a home with a private courtyard, representing a personalised property marketing campaign adapting in real time.

Open book featuring three photographs of a coastal landscape at sunset and a black-and-white image of birds in flight, used for a personalised property marketing campaign adapting in real time.

A design publication spread featuring a modern kitchen with a dark island and light wood cabinetry, showcasing a personalised property marketing campaign adapting in real-time alongside columns of descriptive text.

Open book showing a photograph of a city skyline at sunset across a calm body of water, used in a personalised property marketing campaign adapting in real-time.

Open magazine spread featuring a modern living room for a personalised property marketing campaign on the left, and a fireplace setting with descriptive text on the right.

Open magazine spread featuring a person reading, a historic building with palms, red flowers, and text about Brighton as part of a personalised property marketing campaign adapting in real time.

Dark rocks on a sandy beach meet the edge of the ocean at sunset, reflecting a personalised property marketing campaign adapting in real-time.

Sunlit restaurant featuring tables with white tablecloths and wooden chairs, designed for a personalised property marketing campaign adapting in real time.

A silhouette of a person sitting by a harbour at sunset, with numerous sailboat masts visible in the distance, representing a personalised property marketing campaign adapting in real time.

Solution

The brand identity draws inspiration from the Japanese concept of ‘ma’—the space in between—where moments unfold and life happens.

Drawing from the four core elements—light, wind, water, and earth—the design embodies a strong sense of place. Textural, AI-generated photography captures the essence of the environment, while warm, candid art direction grounds the location imagery in a natural, authentic aesthetic.

Graphic elements throughout the brand serve as anchors, offering subtle yet consistent references to the four elements: Earth (location), Light (temperature), Air (wind), and Water (rainfall). In Melbourne, where the seasons shift and the weather is ever-changing, the elements of Light, Air, and Water dynamically reflect the city’s unpredictable nature. However, the Earth element remains constant, symbolizing the unchanging physical coordinates of the location and grounding the design in a sense of permanence amidst the flux.
A warm, earthy color palette harmonizes with the textures, while carefully staggered typography and expansive negative space symbolise the idea of ‘ma’.

A green marble-patterned brochure for Elema Brighton, highlighting a personalised property marketing campaign adapting in real-time.

Open brochure displaying townhouse floor plans with ground and first floor layouts, part of a personalised property marketing campaign adapting in real time.

A dark laptop resting on a concrete block displays a website for Elema Brighton 3186, showcasing a personalised property marketing campaign adapting in real-time for the townhouse collection by Kervale.

Smartphone displaying a personalised property marketing campaign for the Elema project, featuring a rendering of a modern outdoor patio resting on a concrete surface.

TEAM

Client

Kervale
Branding

Studio White Noise (obviously)

Mel Yeo

Andreas Pranoto

Claudia Boman
Web Developer

efront
Photography

Dominic Xavier
Render Artist

Studio Piper
Copywriter

Daniella Hendler
Print Production

Press Print