Graphic

Fortis 5 Pillar+Tide

Finalist
Design Craft 2021 Credits
  • Creative Directors
    Kristina Granberg, Em Matthews
  • Design Director
    Em Matthews
  • Team Members
    Liz Keene, Jess Garcia
  • Contributors
    Tanya Zouev, Kendra McCarthy, George Hatton
  • Client
    Fortis
Description:

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. It was this compelling juxtaposition that inspired our approach.

The photography pairs a robust rough-cut piece of stone with a contrasting object that tells a more personal story. Each image pairing conveys life and movement over a space of time, through subtle lighting changes, shadow play and stylised props. The stone remains still across frames, whereas the human element changes to indicate the story that has unfolded over the time between images.

The story behind each photography pairing is captured through commissioned poetry, for example for the pastry image pairing:

2pm
The afternoon’s palate, rumbling
Relentlessly it yearns. Wait, or succumb?

The aroma of pastries, Danish
Persistently it calls. Wait, or succumb?

The guilty lapse, irresistible
Seductively it tempts. Wait, or succumb?

The empty plate, damning
Loudly it speaks. Confess, or conceal?


Executionally, the final images appear across all Pillar+Tide collateral to demonstrate the passage of time through an otherwise still building, perfectly reflecting the essence of the Pillar+Tide offering. In the Pillar+Tide brochure, for example, they take the reader on a journey from dawn at the start of brochure to dusk at the end. The same technique has been applied to the design of the Pillar+Tide site hoarding in Brighton, while eDMs begin with the dawn image pairings at the top of the screen, scrolling down towards dusk.