Central Element

Brand identity design for a Sydney-based developer that specialises in sites with rich history and unique challenges—where every place has a remarkable and intriguing story. With a mission to faithfully and authentically unearth these stories, Central Element genuinely strives to enrich and inspire the communities their projects are part of.

Central Element is a Sydney developer known for considered design and quality. Digging deeper uncovers a unique passion and capability for taking on sites with rich histories and often difficult challenges. Every place has a story—remarkable and intriguing. With a mission to faithfully and authentically unearth these stories, Central Element genuinely sets out to enrich and inspire the communities they belong to.

‘Unlocking Remarkable Places’ became the core concept, reflected in the logo mark, which resembles a key icon. Natural colours champion the human focus and heritage traits, supported by personable photography. Headlines and illustrations emphasise the concept and idea as prominently as the finished build. The visual identity has an architectural feel—reflective of their critical thinking, conceptual approach, and the ‘central’ role in curating each project team—as well as an editorial feel that allows each development to shine with its unique ‘story’.

Design agency credit: In this Toben project, I served as the lead designer, under the creative direction of Katja Hartung and Thorsten Kulp.