Evolving Port

Port Melbourne and Fishermans Bend change. Houses are changed or demolished and new forms of housing take their place. Port Houses records some of these changes.

28 April 2013

63 Rouse St, Port Melbourne

Kosdown to Evie

When Port Melbourne began its mighty transition in the early 1990s, each new apartment development was accompanied by a brochure. Now, each new project has a website. The branding of each project is obviously critical to marketing success. 

This project dispenses with luxury names, the store of which must be almost depleted: Iconica, Luur. 

It ignores its proximity to the water and air: Aqueous, Aere, and dispenses with references to views - Bayview, Portview. 

Evie's gaze is more direct and personal. The display is transparent and open, the look clean and minimal. 


  1. Interesting observations re the shift in names and branding focus.

    I think that you were able to take such a clear photograph at night is also interesting- it's a very well lit up banner. 24 hour advertising I guess.

    I also ended up writing a post - http://inportmelbourne.wordpress.com/2013/05/08/promoting-places/

  2. Experimenting after doing a digital photography 101 course but it did catch my eye. As you say, advertising 24/7.