Pier 103

Brief

We were briefed to create a brand and campaign that spoke to the waterfront views and high-end luxury finishes within the buildings, featuring subterranean amenities.

pier103.com.au

Scope of works

Brand Identity
Campaign Direction
Art Direction
Digital Design
Creative Strategy
Copywriting
Graphic Design
Illustration

A computer monitor displays a modern building design with two floating screens nearby—one shows a sunset over the ocean, the other features Pier 103: Iconic waterfront living in Port Melbourne on a magazine-style architecture cover. All set against a light blue background.

Modern white apartment building with large balconies and glass balustrades, featuring lush greenery on each terrace. Bathed in sunlight with a partial sea view and palm trees, Pier 103 offers iconic waterfront living in Port Melbourne.

Two people stand together on the deck of a sailing boat, sunlight reflecting off the water near Pier 103: Iconic waterfront living in Port Melbourne. Only their legs are visible as they relax and enjoy the sailing experience.

Two people clinking champagne glasses by the water at Pier 103, with sunlight reflecting off the surface, creating a celebratory and relaxed atmosphere of iconic waterfront living in Port Melbourne.

A bowl of cooked prawns with greens and sauce sits on a white table at Pier 103, capturing iconic waterfront living in Port Melbourne. Nearby are chopsticks, a salad bowl, and a glass of white wine in the background.

Solution

Pier 103 was named to drive home its enviable position as a waterfront address, celebrating one of Port Melbourne’s most iconic piers and the project’s street number. The campaign celebrated the Port Melbourne lifestyle, inspired by its maritime history. We crafted the brand identity and campaign to centre around the project being an enviable place to live. The unique symmetrical form of the number 103 played with the idea of reflections on the water and the horizon.

A person in black trousers walks quickly across a dark mat with a white anchor and rope design, evoking Pier 103: Iconic waterfront living in Port Melbourne. The light wooden floor contrasts with the motion-blurred figure holding a folder or laptop.

A flat lay of open and closed architecture magazines on a light blue surface, featuring images of buildings, interiors, maps, and text in modern, minimalistic designs—including Pier 103: Iconic waterfront living in Port Melbourne.

A silver-grey hardback book titled Pier 103: Iconic waterfront living in Port Melbourne with Luxcon branding lies on a dark marble surface. The cover features minimalist, modern design elements and subtle reflective accents.

A close-up of an open magazine on a marble surface, showing a photo of a wooden dining table with cutlery and text about movement, design in liveable spaces, and Pier 103: Iconic waterfront living in Port Melbourne.

An open magazine displays large, overlapping white text over a serene ocean sunset, featuring Pier 103: Iconic waterfront living in Port Melbourne, with the word CONTENTS at the top right and soft light illuminating the page.

A blurred, stylised image displays the text PIER 103 WATERFRONT RESIDENCES, PORT MELBOURNE VIC 3207 in large, modern white font over a blue and peach gradient background, evoking Pier 103: iconic waterfront living in Port Melbourne.

A large black sign with a white anchor and rope design reads Pier 103: Iconic waterfront living in Port Melbourne, Waterfront Alehouses, Bay Entrance and is mounted on a building between two palm trees.

A brochure titled Pier 103 Waterfront Residences by Luxcon rests on a light marble surface, partially obscured by vertical cream-coloured slats—hinting at Pier 103's iconic waterfront living in Port Melbourne.

A black sign for Luxcon with the tagline When You Experience the World, You Expect the World, featuring logos for Carr and Coco Republic, a decorative nautical graphic, and green leaves—highlighting Pier 103: iconic waterfront living in Port Melbourne.

TEAM

Client

Luxcon Group
Branding

Studio White Noise (obviously)

Andreas Pranoto

Lauren Messina

Ross Karabelas
Architect & Interior Designers

CARR
Sales Agent

Luxcon Group

Marshall White
Copywriter

Weina Ha
Web Developer

Ondicom Digital
Render Artists

BuildMedia
Print Production

Dr Print
Photographer

James Geer
Signage Production

Outcry Media