Refreshing the Elemental brand.
Launching Alpha One Luxury Residential Apartments.
Sea Point, Cape Town, South Africa.
Elemental. Habitats For Living.
Architect & Interior Design
Gordon Hart Architects, Newman Architects & Interior Design.
Brand Identity, Website, Film, Social Media Campaign, Print & Digital Marketing Collateral, 3D Renders, Hoardings, CRM Email Marketing.
Real Estate Developers create lifestyles, not buildings. Elemental set the benchmark for exquisite inner-city living with their owner-centric and customizable luxury apartments. ALPHA ONE, Elemental’s latest luxury offering launched in Summer 2019 and is located on one of the last remaining development sites along the Atlantic Seaboard. ALPHA ONE was the name given to a Victorian era gun battery, buried for more than 100 years on the slopes of Signal Hill, Cape Town. The British Army installed these massive guns around 1889 to protect the Cape Colony from possible invaders. The old gun battery included a series of beautifully constructed underground shell storage areas with vaulted ceilings and face bricks brought here from England and this space will form part of the residents’ wine cellar.
ALPHA ONE is a uniquely composed 6-floor, 16-unit luxury residence rising from one of the last remaining development sites along the Atlantic Seaboard. THINKLAB was commissioned to create an identity for Elemental and ALPHA ONE along with a marketing campaign, print and digital collateral as well as architectural renders to attract both local and foreign buyers to one of the most desirable coastal suburbs of Cape Town.
The ALPHA ONE identity was inspired by the makings found during the excavation process of the original gun battery. Elemental’s identity was a refresh of their old identity.
Using art, fashion and lifestyle as inspiration, THINKLAB created a high-end luxury corporate identity and design direction for Elemental. The design direction for ALPHA ONE was inspired by the site’s Victorian heritage as well as the vibrant and dramatic colours of the Atlantic Ocean.
The Onyx Tower 1, 5th Floor, 511, The Greens, Dubai, UAE.
+971 4 229 9077
Robins Hill, Heath Lane,
UK, GU10 5AW
T: + +44 20 8638 0672
South Park, The CoLab,
7th Floor, Black River Park, Fir Street,
T: +27 21 813 6692