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Loam House
Contemporary coastal elegance.

Our long-term client Auyin entrusted us to deliver a holistic marketing strategy and premium brand for the final building in its sought-after Bay Road precinct in Sandringham. Offering 89 architecturally designed, home-sized apartments amongst a sanctuary of established landscaping, Loam House’s architecture pays homage to natural layers of rock that form over time.

Our Perspective.

Strategy
Brand
Art Direction
Print
Campaign
Communications
Signage
Website
Display Experience

Our approach to delivering the final brand within the precinct involved deep consideration to ensure each building held its own sense of individuality whilst integrating into the established surroundings.

Highlighting the enduring connection between architecture and art present throughout the precinct, we commissioned renowned bayside artist Antoinette Ferwerda and sculptor Pietro Giordano to create exquisite pieces of art which represent the rugged landscapes of Sandringham’s iconic Red Bluff.

Developing the brand to highlight and celebrate the art, we established an authentic colour palette and elegant typography enriched with a sense of space, in a nod to the generously proportioned residences within the building. Inspired by the nutrient-rich soil and clay that shape Sandringham's coastal landscape, Loam House’s name references the distinctive layers of the earth's natural strata.

Offering a tailored selection of wellness amenities plus access to completed amenities within the existing buildings Pavilion Green and Sea & Sky, focus was on the lush mature landscaping and the benefits of access to crafted spaces designed to nourish, revitalise, and restore.

Loam House was soft-launched with a registrations of interest campaign in late-2024, encompassing a full display experience, website, on-site signage and digital campaign. The project was met with a positive response, with several reservations secured immediately upon launch, and enquiry levels remaining strong.

Developer.
Auyin

Architecture.
CBG Architects

Landscaping.
John Patrick

Artist.
Antoinette Ferwerda

Sculpture Artist.
Pietro Giordano

Renders.
Large Arts

Signage Production.
Travis Group

Print Production.
Bambra Press

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