Napier 235

Luxury living in Melbourne’s cultural hub

Developed by Romano Property Group and designed by architects Ewert Leaf, Napier 235 is a collection of 14 luxury residences located in the heart of Fitzroy, Melbourne. In a suburb sought after for its arts culture and proximity to the Melbourne CBD, Thirst Creative was engaged to craft a compelling visual identity and marketing materials that would position Napier 235 at the pinnacle of luxury living—one that reflected its exclusivity, architectural sophistication, and seamless connection to its vibrant surroundings. From strategy to execution, we shaped an identity that resonated with discerning buyers.

Crafting a Luxury Offering

Our approach began with a deep dive into strategy and positioning. Through competitor analysis, we identified that residential developments in Fitzroy had become large-scale and impersonal. From this observation, a simple truth emerged – the iconic Napier Street location, smaller scale and unparalleled architecture provided an exclusive and quiet sanctuary. We then developed a name leveraging the address—Napier 235—that carried a sense of place and prestige, setting the foundation for a compelling visual identity.

Guided by the project’s architectural vision led by Ewert Leaf, we explored typography, colour palettes, and design directions that echoed the building’s expressive façade and natural materiality. The result was a sophisticated visual identity that blended contemporary elegance with timeless appeal.

Bringing the Vision to Life

Our work extended into every touchpoint of the Napier 235 experience. We directed photography to capture the essence of luxury living, developed compelling copywriting to articulate the offering, and meticulously crafted print and digital marketing materials—including brochures, floor plans, a range of bespoke sales compendiums, and fixture and finishes guides.

To elevate the sales experience, we designed display gallery graphics and site hoarding that immersed prospective buyers in the Napier 235 story. Our team also delivered seamless digital experiences in the form of EDMs and a website, ensuring the digital presence reflected the sophistication of the residences themselves.

A Standout Presence in Fitzroy

Napier 235’s visual identity and marketing reflected a development that exudes confidence and distinction. One that celebrates architectural excellence, sustainability, and a truly elevated way of living in Melbourne’s cultural hub, Fitzroy.

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What we did

Brand Strategy

Brand Identity & Guidelines

Copywriting & Editing

The visual identity, including typography, colour palette and linework, took its cues directly from the development’s architecture. Coupled with a ‘less is more’ sensibility, every touchpoint provided a sense of luxury.

Buyers were immersed in the world of Napier 235 through a range of tactile print materials, showcasing the development’s unique design, high-quality finishes, and neighbourhood amenities.