ONE is a 22 storey multi-residential development in Adelaide’s east end developed by GuavaLime. The building is an architectural statement featuring extensive planting on the facade and multiple pocket parks for resident use.

A carefully crafted brand was called for to elevate ONE as the final residential offering in the Flinders East precinct which had been under development by GuavaLime. The building was inspired by the architects world travels studying the worlds most progressive developments, and the developers brief required an identity that reflected the contrast between the organic nature of gardens and the building’s unique geometry and architectural details. This resulted in a minimalist logotype crafted to reflect the building’s façade, contrasted by brand elements including organic foliage shapes and rich greens.

The key focus throughout all marketing and branding efforts was the buildings biophilic design elements. The development featured 230^% of the buildings footprint dedicated to green space, achieved through ground floor public gardens and plaza, pocked parks scattered up the buildings facade, shared rooftop gardens, and extensive use of vertical gardens and green walls. Artist Impressions were commissioned that either featured greenery woven into the buildings structural fabric, or had indoor plants scattered throughout.

Brand Guidelines were developed that ruled that apartments were to only be referred to as ‘garden apartments‘, and the taglines ‘The Gardens in the Sky‘ and ‘Something new is growing on Flinders Street‘ were used throughout all marketing efforts to further cement the idea in the mind of potential buyers that this truly was a building like no other.