Seesaw worked closely with architects Woods Bagot to develop a way-finding strategy and spatial design that enabled users to navigate the foyer at the newly refurbished commercial space at 356 Collins Street, Melbourne.

The building name, Peachtree Place, was created as a reference to this property’s owners, Peachtree Capital. For the brand mark, which would hero the 356 address, we looked to the building’s former use as the head office of P&O cruise liners. This inspired the bold and geometric shapes of the letterforms, while also referencing the original modernist architecture and the strong vertical and rounded elements of the lobby’s new design.