MONA

MONA—A life in frame

A singular presence in the harbourside suburb of Darling Point, MONA presented the opportunity for a narrative never seen in Sydney’s Eastern Suburbs. Urban culture meets New York chic. The inspiration was the circa 1976 NYC studio of Elsa Perretti, the Italian model-turned-revolutionary jewellery designer.

Our brand idea ‘A life in frame’ imagines MONA not as a building, but as an individual. A strong mind carving her own path, celebrating personal style and never compromising. The restrained monochromatic palette reflects a life of elegance and simplicity. Strong black framing elements draw the eye to MONA’s most irresistible messages and moments. Her copy is simple, effortless and chic. Interspersed with expressive, handwritten notes as though penned by Elsa Perretti herself.