George + Powlett, located in exclusive East Melbourne, is ICON Development’s most prestigious residential development to date.

Every detail of our brand campaign for the boutique project was meticulously considered, reflecting the exceptional standard of the offering.

Photography by Kate Ballis & Tom Blachford

The architecture of George + Powlett, designed by Powell & Glenn, is informed by simplicity and balance. The sleek, minimalist design achieves harmony between light and shade, structure and nature, as well as a timeless sophistication.

All of these considerations were also instilled into George + Powlett’s brand identity.

We commissioned renowned photographic duo Kate Ballis and Tom Blachford to create a series of abstracted architectural artwork which was used extensively across the campaign.

We worked closely with both Pointilism and Third Aesthetic to ensure the visualisations captured both the grandeur and the finer details of the residences.

A selection of spreads from the George + Powlett sales brochure.

The theme of light and shade extended across the brand story, including the above portraits of landscape designer Myles Baldwin and lighting designer Articolo.

As George + Powlett was a milestone for ICON Developments, their own brand was tightly entwined with the project identity.