671 Chapel Street

Live a different everyday

Inspired by the ever-shifting character of its surroundings, 671 Chapel Street stands as a lasting expression of architectural excellence - an address where refined elegance meets timeless design.

Working with Caramel Creative, I utilised motion design tools to develop a living logo system, using light and long, directional shadows which could evolve with time to give the identity a sense of depth and permanence. This flexible identity was rolled out consistently across both physical and digital touchpoints.

I developed the storyboard and creative approach to capture the richness of life at 671 Chapel Street - those fleeting yet meaningful moments that define the experience of the neighbourhood. From quiet reflection during a riverside walk to the warmth of sharing a glass of wine with a close friend at one of the many nearby bars, the film reflects the lifestyle as much as the architecture.

The story is told through the voices of the project’s visionaries: CASA, Bates Smart, and Jack Merlo, grounding the narrative in genuine insight and intent.

Roles

Identity artwork
Interview scriptwriting
Storyboard
On-set art Direction
Full post production
AI assisted motion vignettes

Additional Credits

Creative Director | Aaron Lee
Brand designer: Justin Davies
A Caramel Creative Production

The identity for 671 Chapel Street draws inspiration from the passage of time - and the moments experienced along that journey by its residents. To bring these ideas to life, we recognized the need for signature artworks within the marketing collateral, a visual language both poetic and enduring.

While photography and videography grounded the campaign in authenticity, we also explored the creative potential of artificial intelligence, carefully curating a series of expressive vignettes that complemented the broader visual language.

Created entirely in-house, each piece carries a quiet sense of time passing - motion implied through deliberate, softened blurs. Fleeting impressions emerge: the silhouette of city pedestrians, abstract ripples of water, skies in gentle flux, and whispers of the natural world.

Together, they evoke moments not just seen, but felt.

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+61(0) 497 077 795

info@oliverchaffe.com

We acknowledge the traditional custodians of the lands on which we work, and we pay our respects to Elders past and present.