Parallel is a builder of large scale architecturally designed homes in Melbourne. Having operated the business for a number of years under a different name, they identified an opportunity to rename and rebrand to better position them for a growing and discerning audience.
We took them through a journey of reflection and strategy development, to help articulate the values and ambitions of the business, which in turn informed the approach for the naming and the brand. Their new name references a key theme around ‘aligned partnerships’ for which they’ve developed a strong reputation – with clients, architects and suppliers.
The new identity leads with a strong typographic mark, and extends the brand across a new website, collateral, site signage and vehicle livery. Parallel's ability to genuinely understand architectural intent, along with a methodical approach to process, communication and transparency has developed into an enviable reputation in a competitive landscape.