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.


Brand identity
Brand strategy
Art direction
Display suite
Site activation
Marketing collateral
Website design


Earl Carter
Rob Sweetten
Studio Zeil

Consultant Team: 

Fender Katsalidis
SH Hotel & Resorts

Project Website: 

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“We had the pleasure of collaborating with the team at Multiple for our Seafarers project. From the outset, it felt like more than a collaboration; they seamlessly integrated as an extension of our own team. Their welcoming approach, openness to feedback, and ability to craft beautiful and fresh creative precisely tailored to our target audience, set them apart. Despite launching in the pandemic, our partnership with Multiple proved instrumental in executing a successful sales campaign for Seafarers. We couldn’t be more satisfied with the results and look forward to future collaborations.”

Kristine Lee Pratt, Creative & Marketing Director, Riverlee

Texture and sustainability tell the story of Seafarers and 1 Hotels. Continuing that mission, the marketing brochures and folders are bound in a range of fabrics selected from surplus factory material.

We collaborated closely with Earl Carter to produce a dedicated suite of lifestyle imagery highlighting Seafarers’ connection to nature and all that Melbourne’s bustling riverfront precinct has to offer.