BPO


The International by Studio South, New Zealand

Opinion by Richard Baird.

Logo, brochures, stationery and invitations by Studio South for Auckland apartment complex The International

The International is a new apartment complex, located not far from Auckland’s Albert Park, with 88 luxury residencies. The building, a repurposed former office, is currently being transformed into an iconic structure with a contemporary exoskeleton of elongated beams. To promote the building and help sell apartments off-plan, the graphic designers at Studio South worked with the developer behind The International to create a holistic brand identity and marketing package.

Alongside a variety of printed assets, which included brochures, stationery, business cards, event invitations and floorplans, Studio South were also involved in the spatial design of an apartment showroom, informed by the earthy tones of Rufus Knight’s interior design and taking their cues from luxury brands. This post features some extensive specification insight so be sure to scroll down to the bottom of the article.

Logotype by Studio South for Auckland luxury apartment complex The International

Logo by Studio South for Auckland luxury apartment complex The International

Studio South delivered a brand identity that aligns itself with the high-end minimalism of luxury brands; well-suited to a target market of high-wealth, premium buyers, whilst also working in an strong architectural and property development component. This comes through in the use of simple, strong, vertical forms, an abundance of space, grid-based layouts and the perceived value of tactile material choices and print finishes.

Brand identity and invitations by Studio South for Auckland luxury apartment complex The International

Brand identity and invitations by Studio South for Auckland luxury apartment complex The International

The logo’s slim shape and the logotype’s tall structural qualities, appearing to draw on the unique exoskeleton of the building, is sophisticated in its restraint yet memorable in its use. Studio South have managed to get quite a lot of visual equity from a very simple mark. Its diversity and creativity of use gives the generic quality of its form distinction. There are some neat ideas. These include the logo drawn out through the threading of ribbon across the invitations, the clock faces, elongated iconography and the labelling of event wine bottles.

Brand identity, signage and iconography by Studio South for Auckland luxury apartment complex The International

Brand identity and branded wall clocks by Studio South for Auckland luxury apartment complex The International

Brand identity and branded wine bottles by Studio South for Auckland luxury apartment complex The International

Brand identity and branded wine bottles by Studio South for Auckland luxury apartment complex The International

Brand identity and branded flag by Studio South for Auckland luxury apartment complex The International

Logo animation by Studio South for Auckland luxury apartment complex The International

Auckland luxury apartment complex The International

Auckland luxury apartment complex The International

Interior design by Studio South for Auckland luxury apartment complex The International

Interior design by Studio South for Auckland luxury apartment complex The International

As you would expect from a contemporary and luxury apartment complex, a minimal graphic expression is paired with a sense of materiality in the choice of boards, fabrics and print finishes. It is great to see a graphic design studio exercise its interior design abilities, and develop a continuity between the dressing of physical space and brand identity assets. The balance between geometric exterior structure and high quality finishes of its interior design are reflected throughout Studio South’s brand identity work. Highlights include the embossed fabric sleeves and covers of the brochures, and the strong linear cut qualities of natural materials.

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Brochure layouts are simple and spacious, with a strong grid-based layout and a good tension between image and text. There is not anything particularly challenging in these, however, property is easily read as contemporary. A full bleed metallic copper ink functions to break up sections with a luxury quality, while the use of orientation subtly links back to the tall and slender forms of logo and logotype. More from Studio South on BP&O.

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Material & Print Specifications:

Sales Brochure 80pp:
Cover: Matte silver foil on Arjowiggins Keaykolour Recycled Hazel & Camel 300gsm
Text: PMS 877U, hazel/camel spot & CMYK on Sappi Tauro Offset 150gsm

Introductory Brochure 16pp:
Cover: Matte silver foil on Arjowiggins Keaykolour Recycled Hazel 300gsm
Text: PMS 877U, hazel/camel spot & CMYK on Sappi Tauro Offset 150gsm

Brochure Cases:
Debossed 2.5mm board wrapped in Brillianta 4192, (matched to Keaykolour Camel)

Folder:
Matte silver foil & PMS 877U on Arjowiggins Keaykolour Recycled Hazel 300gsm

Floorpans:
PMS 877U, hazel/camel spot & CMYK on Sappi Tauro Offset 150gsm

Stationery:
Letterhead: PMS 877U on Sappi Tauro Offset 120gsm
Business Card: Matte silver foil & PMS 877U on duplexed Sappi Tauro Offset 190gsm

Invite:
Cover: Diecut and silver silk ribbon on Colourplan Ebony Black 270gsm
Text: Black on Sappi Tauro Offset 150gsm

Display Boxes:
Debossed 2.5mm board wrapped in Colourplan Ebony Black 135gsm

A3 Sales Book:
Cover: Debossed 2.5mm board wrapped in Brillianta 4192, (matched to Keaykolour Camel)
Text: CMYK digital on matte laminated Sappi Tauro Offset 170gsm

Design: Studio South. Opinion: Richard Baird. Tip: Brent Couchman.

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

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Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

What do you think of Studio South’s brand identity work for The International? Share your thoughts in the comment section below or get the conversation started on Twitter.

Brand identity and brochure design by Studio South for Auckland luxury apartment complex The International

If you liked this then you may also like:

Logo Design – 30 Park Place  Logo - Highpark  Branding – Assembly


  • Seyi

    Really really nice applications. The clock killed it for me.

    • lukefinsaas

      Ribbon, too. Pretty flawless execution.

  • miko1aj

    i love this simplicity wich still is outstanding

  • RyMig

    beautiful work.

  • Jeremy Mac

    Legend. Thanks for keeping the specs in the post

    • You can find more projects with specs here: bpando.org/papers/