Matchworks

Inspired by the vernacular of the site’s industrial past, the design delivers modern, flexible spaces alongside enticing public realms, with Australia’s first Hoxton Hotel as the focal point among vibrant restaurants and shops.

Approach
We developed a visual identity system that graphically interprets the building’s past form, referencing Redheads matches by Bryant and May. This started with a dynamic wordmark and a flexible, interconnected framework.

The overall tone and personality are energetic and exciting. This isn’t just another property marketing identity—it’s about the future. The workforce and visitors of tomorrow seek an authentic and original representation of Cremorne.

We developed a series marketing tools across digital, print and environmental.

We needed to create not only an identity for a property leasing campaign but also one that would endure long after the development was complete—an identity that lives and breathes as a placemaking brand.

Completed at Caramel Creative with:
Aaron Lee, Kate Leahy, Oliver Chaffe,
Christian Lux, Adam Smith and Josh Clough