Designed by Elenberg Fraser, Premier Tower was going to be Melbourne’s most progressive architectural statement, prominently positioned adjacent to the city’s most thriving transport interchange. With retail, office space, hotel rooms and apartments the whole precinct is designed as a self-sustaining development with stunning appeal.
Hoyne completed the branding, including naming and strategy for the development. Labelled as an architectural first of it’s kind, the branding for Premier Tower reflected the innovative thinking and principles on which the building was designed. The marketing collateral embellishments were modelled around the unique form with linear shaped embossed cuts, metallic inks and mirrored finishes used throughout. Premier Tower is visually different to anything on the Melbourne skyline, which was reflected in the international press it received.