Inspired by the past, focused on the future

Central Element



Brand strategy

Brand architecture

Brand identity

Tone of voice



Brand guideline

Website (Atlas)



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As one of Sydney’s leading independent property developers, Central Element takes an open-minded approach to development – driven by a desire to create forward-thinking places that adapt to the way people want to live.


We were tasked with creating a contemporary new brand strategy, clear brand architecture, brand identity and launch strategy for this boutique  residential developer. Central Element was quickly growing in size and reputation – and needed a brand strong enough to sustain into the future.


Central Element has a perfect balance of commercial, marketing and delivery nous, each personified by its three partners. Starting with extensive stakeholder research, we built a robust brand strategy which celebrated their strengths of supportive collaboration and a focus on how people want to live today. The identity itself is flexible and adaptable, with a suite of building blocks that symbolise collaborative partnerships to build people-shaped outcomes.


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