Situated in the tightly held suburb of Saint Mary’s Bay, XXXII is a boutique development of 10 luxury apartments by Maidstone Properties, designed in collaboration with Paul Brown Architects.
Having identified an affluent and discerning target audience for this product, the development of a sophisticated brand was essential to communicate the prestige of the project. The resulting creative takes inspiration from local heritage as a way to convey timeless luxury and the name XXXII is a nod to the suburb’s Roman Catholic history.
The building’s materiality, form and design played a role in informing aspects of the graphic language – a deep green brand colour was chosen to convey opulence and distinction, while sandstone conveyed light and space. An elegant serif typeface was employed, complemented by an expressive, contemporary sans serif resulting in a distinctive voice for XXXII.