Centred on an inspired adaptive re-use of the heritage-protected Goods Shed 5 by famed architect, Nonda Katsalidis, Seafarers is a new mixed-use waterfront precinct for Melbourne which will incorporate a limited collection of 124 residences, Australia’s first 1 Hotel with 277 rooms, a 1,000-seat function centre, dining and retail, all complemented by a 3,500sqm public park. Seafarers is a $550 million development situated on a 220-metre expanse of absolute, uninterrupted riverfront. Its design celebrates the site’s maritime past and centres on restoration, regeneration and re-use.

The Seafarers wordmark draws inspiration from the elongated proportions of the historic goods shed, resulting in a distinctive emblem that pays homage to its origins. With custom lettering meticulously designed to reflect the site’s unique character, this versatile wordmark can be arranged horizontally or vertically, reminiscent of the stacked typography found on everyday shipping containers, further reinforcing the connection to Goods Shed 5’s historical function.

Crafted with a deep alignment to its history the materials used for the campaign marketing emphasise sustainability and responsible sourcing. Notably, recycled materials, such as binders crafted from fabric offcuts, echo the commitment to ecological preservation. The brochure’s exterior surface re-purposes raw mull book binding cloth, thoughtfully layered for a minimalist, textual aesthetic while ensuring the book’s protection, all without resorting to environmentally harmful finishes.