The Colour Club’s identity for Adela embraces the dual nature of the apartment building’s surroundings
Adela is a collection of boutique apartments situated in Sydney’s vibrant Burwood suburb. The inner-city neighbourhood is known for both the bustle of its town centre and the tranquil calm of its leafy suburban streets. The apartment building, with its shared walkways, green communal areas and views of Burwood Park, is designed to make inhabitants feel calm and in harmony with the local landscape.
Property developer Aoyuan International employed Sydney-based studio The Colour Club to create Adela’s visual identity, marketing materials and online presence. The studio soon found that their challenge was in communicating the value of an offering that, as a boutique experience, is quite different to what Sydney’s suburban property market is used to. This meant that something too ‘left-field’ could potentially alienate Adela’s target audience. However, the design team saw a clear opportunity to use this uniqueness to their advantage, with the hope it would attract new buyers to the area and capture the attention of established local investors.
The resulting design direction revolves around contrast, embracing the dual nature of Burwood’s busy yet tranquil nature. Colourful illustrations, split and reversed to depict abstract natural forms, are intentionally unusual when compared to the super-modern apartment building. The colour palette’s mixture of bright and earthy tones is distinctive and fresh but still feels familiar and approachable. Similarly, the pairing of Everett and Self Modern, a contemporary sans and a slightly kooky serif, is neither too chic or too pedestrian to cause any discomfort. The Colour Club also art directed Adela’s architectural and interior renders. The images aim to portray spaces that feel genuinely lived in, allowing potential buyers to picture their future home.