Pillar+Tide

Pillar+Tide is a boutique collection of luxury residences in Melbourne, moments from the Brighton waterfront on Port Phillip Bay.

Architecturally, the form of Pillar+Tide presents as strong, constant, and timeless; reduced to its raw, core elements. In contrast, residents’ lives are represented as soft, evolving, fluid, perfectly imperfect, where no two days are ever quite the same.

Through images, words and typography, we injected this duality into the Pillar+Tide brand experience. This included commissioning original poetry, coupled with an seductively simple photographic treatment reflecting the broader brand positioning—pairing a ‘pillar’ of the raw and robust materials from Pillar+Tide’s built form, with a contrasting object that tells a deeper, more personal story.

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