Cove is a considered expression of high-end coastal living, positioned within one of Sydney’s most sought-after suburbs, Coogee. Set within a heritage building dating back to the 1930s art deco movement, the development brings together historical character and contemporary design to deliver a collection of refined, off-market residences.
Studio Nascent was engaged to create a complete graphic identity system and full-scale campaign that would elevate Cove within a highly competitive market. The ambition was not only to inform, but to inspire, positioning the development as a ‘must-have’ through a cohesive, design-led narrative that resonated deeply with its audience.
At the core of the campaign is the notion of beachside elegance, a balance of relaxed luxury and architectural refinement. This was realised through an integrated rollout spanning print, digital and physical experiences, where each touchpoint was designed to work in unison. From photography and copywriting through to signage, brochures and digital marketing, every element contributes to a singular and highly curated lifestyle proposition.
The identity is informed by the duality of Cove’s architecture, where heritage form meets contemporary interior expression. This relationship is articulated through a refined typographic system combining serif and sans serif fonts, referencing both the building’s historical foundation and its modern evolution. A subtle brickwork motif grounds the identity in its physical context, while a palette inspired by Coogee’s shifting natural light, expressed through gradient sunset tones, captures the atmosphere of place.
Photography plays a central role in anchoring the campaign within its environment. Captured across the natural rhythm of the day, the imagery reflects both the physical beauty and lived experience of the location, allowing potential purchasers to see themselves within the lifestyle Cove offers. This approach extends beyond representation, instead creating an emotive connection between audience and place.
A defining element of the campaign is its commitment to tactility and physical experience. The sales suite extends beyond a traditional brochure into a crafted collection of printed pieces, including a linen-wrapped booklet, bespoke nautical illustrations, and a series of companion publications. These elements are housed within a custom acrylic slipcase, complete with a Cove-shaped detail, transforming the collateral into a considered object designed to be kept, displayed and revisited.
This reframing of sales material, from transactional to enduring, is central to the project’s impact. The collection operates equally as an informational guide and a curated artefact, reinforcing the development’s positioning through every detail. Internally, the layout draws on structured, editorial principles to ensure clarity and ease of navigation, while maintaining a calm and confident design language throughout.
Across all deliverables, from hoarding and EDMs to social and presentation material, a consistent visual and tonal language is maintained. This continuity ensures that every interaction builds upon the last, creating a cohesive and recognisable identity that strengthens over time.
The result is a campaign that is both strategic and expressive, grounded in its physical and cultural context, and executed with a level of refinement that reflects the quality of the development itself. By aligning architecture, identity and experience into a singular narrative, Cove positions itself as a definitive expression of contemporary beachside living.
Scope:
Collaborators:
Karam Kattan (Renders)
Awards:
A full suite of bespoke printed collateral, each piece crafted to evoke the elegance and intentionality of the COVE brand experience.
A collection of A2 printed floorplans, each cover finished with a unique coastal gradient drawn from the project's original sunset photography.
COVE’s digital presence, social assets, advertising, and EDMs, designed to extend the identity across every platform with clarity and impact.
