apartment living
Domayne was seen as the retailer for big pieces, in big houses. We were tasked with changing that mindset and bringing in a new customer – the urban dweller.
What else…
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CHALLENGE
Domayne needed to connect with apartment dwellers in a way that felt aspirational and achievable – moving beyond product-led messaging to position the brand as a source of considered design for contemporary Australian living. The challenge was to tell a lifestyle story that could function as both inspiration and a flexible creative reference for brand expressions.
SOLUTION
The response was a carefully directed feature that treated apartment living as a complete design system rather than a collection of products. The creative direction focused on spatial storytelling, restrained styling, and strong visual rhythm – creating a cohesive world that could be extended beyond the printed page.
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While it was delivered as a printed feature, the work was conceived as a campaign platform – with imagery, layouts and styling designed to scale across multiple touchpoints.
Print editorial, digital article adaption, spacial imagery and cropped assets, in-store visual reference and POS inspiration, brand styling benchmark for future apartment focused content.
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I led the creative direction and visual language, crafting the concept development and design whilst overseeing the styling and photography. I worked closely with the account manager to make sure it aligned with Domayne’s broader brand positioning.
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This work repositioned Domayne’s offering through an apartment lens and demonstrated how editorial thinking can operate as a strategic tool – shaping not just a single output but a broader creative direction.