Paramount on Parkes
A statement of sky-high
excellence in Western Sydney
Client
ALAND
Scope
branding
digital and print COLLATERAL
website
photography
videography
year
2023
Building something above it all
In the heart of Parramatta’s ascending skyline, Paramount on Parkes isn’t just another mixed-use development. It’s a declaration. Of ambition. Of lifestyle. Of Western Sydney’s unstoppable momentum.
ALAND came to us with a brief to reinvigorate the Paramount brand to bring clarity, cohesion and aspiration to a towering project that spans residences, commercial suites and a flagship retail opportunity. The result is a brand that transcends the current moment.
We approached the project holistically, crafting a new brand identity and executing across digital, print, video and photography.
Every touchpoint is paramount
Desire’s creative direction carried through across a suite of assets. Photography and videography captured the interplay of light, height and urban luxury. We leaned into a cinematic feel, building intrigue with long takes, drone sweeps and editorial pacing.
Web design and content anchored all information in an intuitive, beautiful framework. Print collateral mirrored the experience of the residences themselves – polished, poised and full of potential. From concept to hand-over, each element reinforced the sense of scale, sophistication and future-forward thinking that ALAND is known for.
01 — 06
Desire partnered with ALAND to redefine how the West lives, works and plays – creating a brand world as elevated as the architecture itself.
Reflecting a movement
Paramount on Parkes is a shift in what’s possible for greater Sydney. Our role was to tap into that energy and transform it into a narrative.
The brand tone balances ambition and refinement – speaking confidently to professionals, investors and first-home buyers alike. Think less buzzwords, more belief. Less new release, more new chapter. This is a project that knows its worth and shows it, subtly and decisively.
Across the brochure, website and social content, we let the development’s hero features shine: panoramic views, resort-style amenities, contemporary architecture and its unbeatable location in Sydney’s second CBD. But we didn’t just list benefits, we built emotion. Living here isn’t just about where you are. It’s about where you’re going.
From elegant layouts to cinematic content, every touchpoint was designed to immerse buyers in the excitement of place and possibility.
01 — 02
A legacy in the making
Paramount on Parkes isn’t just about owning or leasing space. It’s about being part of a cultural and economic evolution. And our role was to ensure that evolution felt as exciting, tangible and considered as the building itself.
By positioning Paramount as a flagship in ALAND’s growing portfolio and a jewel in the crown of Greater Western Sydney, we helped shift perceptions of Parramatta from peripheral to pinnacle.
Soar above it all.
That’s the Paramount promise.
