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.

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.

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.

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.