Royal Apartments
- Client
- Palumbo
- Years Active
- 02
- Deliverables
- Brand development
- Digital
- Display
- Graphic design
- Outdoor
- Photography
- Pre-post production
- Video
- Website
Challenge – Palumbo is one of Adelaide's established developers, known for delivering residential and commercial projects across South Australia. Their latest development – two luxury apartment towers on the site of the old Royal Hotel – was set to start selling. They needed a brand and a unique selling proposition that could command attention, justify a premium, and stand apart at a time of major competitive development around Adelaide's inner suburbs.
Sales brochure, printed on Knight Vellum with custom diecuts and UV spot varnish.
Website
Strategy
WO began with deep research into the site's history, drawing on photographs and articles from the State Library archives. In parallel, the team benchmarked current and completed apartment developments across Adelaide's inner east, helping position Royal Apartments against a market often dominated by standard new-build product — with the heritage building itself as the key point of difference.
The logomark was developed directly from the pub's façade and window details, paired with typefaces and textures chosen to evoke a more considered, premium feel than typical modern apartment branding.
Imagery deliberately avoided literal depictions of the building, local restaurants or other landmarks. The two-day shoot across the parklands and CBD's east instead captured a sweeping glimpse of a way of life, boasting the available green spaces, walkability and proximity to the city's cultural and dining precints, and the unmatched views, looking at the busy and moving city from the tranquil distance across the parklands.
WO developed over 50 different floorplan brochures suited to each unique apartment offering.
WO produced the lifestyle films used in the display centre and online, shot across the parklands and the CBD's east.
Outcome
The completed brand package — display centre, site hoarding, sales brochures, floorplans, and online presence — gave the sales team a cohesive, premium toolkit from day one. The project launched at an event attended by the South Australian Premier, lending the development a level of civic significance befitting its heritage status, and generated early buyer interest, reflecting strong demand for boutique, heritage-led apartment stock in Adelaide's inner east.
Wo designed and installed the artwork at the display centre, including window frosting, floor-to-ceiling decals, and exterior hoarding.
