Living beyond.
An integrated developer-builder with a 20-year history, Pace wanted to accelerate their expansion in the Melbourne market. The brief: review their brand and align Pace’s business ambition with how they look, feel and act. 
After a number of workshops with a range of Pace employees it was determined that a complete brand refresh was required. Using the insights gathered, Pace's brand idea , ‘living beyond’ was born and their brand archetype was defined as that of the ‘Hero’. ‘Living beyond’ formed Pace’s customer facing strap line, and is the beacon for all external work and drives internal cultural initiatives. It reinforces the powerful idea at the heart of the Pace brand and is brought to life throughout a selection of applications.
To represent this visually, the recrafted wordmark has a bold confidence. The vertical and horizontal strokes of the ‘P’ form an arrowhead to symbolise ongoing growth and ‘living beyond’. As an integral part of the re-brand,  a location-based project naming system was developed that promotes each new development individually while constantly building equity in the Pace brand.
Pace naming system
Pace of Collingwood campaign
Client   Pace Development  Group
Agency   Savi
Photography   Josh Robenstone
Location & display suite launch photography   Tim O'Connor
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