Branding Loftus Lane, AMP Capital’s low-rise boutique residential development in Sydney’s Circular Quay, required delivery of a refined approach.
Effortless Luxury
Referencing the address itself and Sydney’s emerging laneway culture, the Loftus Lane name and brand design draw on the idea of ‘effortless luxury.’
Marketing touch points extended to a limited-edition book titled ‘Sydney at Home’ produced in collaboration with Sydney based photographer Saskia Wilson.
Telling the story in a physical space.
Capturing intimacy, modernity, design and culture, through the scale, detailing, materiality and feel. Creating a sense of calm and effortless luxury.
