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Create a new identity for 356 Collins Street, a commercial address on what is arguably Melbourne’s most prestigious street.
Seesaw worked closely with Woods Bagot to develop a wayfinding strategy and design that enabled users to navigate the foyer at the newly refurbished commercial space at 356 Collins Street, Melbourne.
The building name, Peachtree Place, was created as a reference to this property’s owners, Peachtree Capital. For the brand mark, which would hero the address (356), we looked to the building’s former use as the head office of P&O cruise liners. This then inspired the bold and geometric shapes of our letterforms, while also referencing the original modernist architecture and brass elements, and the strong vertical and rounded elements of the lobby’s new design.
The result seamlessly integrates with the sophisticated interiors palette of brass, marble, and Australian timber.