Gadsden is a residential development in West Melbourne that merges industrial heritage with modern prestige. Inspired by the site’s history as a tin-smithing factory, the brand identity reflects strength and sophistication while staying true to the area’s character.

While at the Giuliano Group Marketing Studio, I designed the brand identity, brochure, and marketing materials to position the development for potential buyers. The colour palette incorporates deep blue-greys and stone tones, with bronze and beige elements adding warmth and a refined touch—balancing industrial grit with contemporary elegance.

Brochure & Marketing Materials

The brochure, printed by Press Print and finished by Whites Law Bindery, featured a PU-leather cover with hand-stitched binding and bronze foil detailing, reinforcing the brand’s premium yet industrial aesthetic. Additional marketing materials included signage, sale track banners, posters, flyers, social media assets, and a website design—all crafted to maintain a cohesive and elevated brand presence.

Gadsden’s design honors West Melbourne’s past while positioning it as a desirable, modern residential address.

Website: pdg.com.au/project/gadsden