one40william is a prominent commercial and retail complex in the centre of Perth City.

A name and identity were designed for the marketing and promotion of the new development.

The address was used as the name, rendered in a bold and linear style to be suitable for both the retail and commercial aspects of the marketing.

The development consists of three commercial towers, two retail levels and several links to the underground train station.

The logotype represents the towers by the three extruding letters ‘lli’ while the train station is represented by the descending ‘40’. Retail aspects of the development are implied in the logotype by the vertical lines of a barcode.

Youthful, vibrant and energetic imagery was created for the leasing of the retail offers.