The Brief:
Develop the branding, including naming, tagline and marketing collateral for a unique inner urban multi residential development in Northcote.
This development is located in an inner urban setting next to Merri Creek, bordering Northcote golf course. It is comprised of 29 apartments and 20 townhouses with architecture by Chamberlain Architects based on strong eco principles, including the use of Tesla batteries and solar panels.
The strong green principles behind the architecture inspired both the name “merri green” and the green visual theme. A suite of green images were used throughout the campaign to appeal to the different target markets, from young apartment dwellers to mature down-sizers.
The green theme went beyond just colours and also informed a more authentic branded response. All the materials used were tactile and recycled with strong eco qualities.
Hear the story of Merri Green. Filmed by Cloud 9, art directed by Pom Kimber
A new hospitality venue in Glenhuntly Road, Elsternwick, required a name, a brand and a strategic creative direction. Drawing on its Rifle Club heritage, “Bang Bang” came to life as an Indochine themed venue taking inspiration from the colonial clubs of the old days but re-imagined with a modern twist.
The challenge was to create a park fronted oasis of hospitality, with respect to the heritage of the original Victorian Rifle Club whilst creating a fun and vibrant atmosphere for a modern day to night hospitality venue. Add to that an exotic Lao twist....and we have Bang Bang!
The brief included creating an evocative brand experience, beyond just a logo, collaborating closely with 6 Degree Architects on the exterior and Chamberlain Architects on the interior.
As part of the branding exercise, much research and inspiration was found from traditional Lao patterns and traditional vintage illustrations, which were re-interpreted with collage into an irreverent blend of old and new. A suite of bespoke patterns, stencils and textiles were created and blended seamlessly into the interior finishes. These were carried through textile wall panels, sprayed stencils on the floor and bar, wallpaper and print items, such as the menu and coffee cups.
https://www.habitusliving.com/architecture/bang-bang-melbourne
Photograph by Tatjana Plitt
Custom textile design on wall panels and stencil detail on bar. Photograph by Tatjana Plitt
Custom stencil detail on bar. Photograph by Tatjana Plitt
CAPTAIN & CO: CUSTOM GRAPHICS
Inspired by the light shimmering on the surface of the ocean, a custom perforation design was created specifically for the Captain & Co muli-residential development. The intent was to enhance the streetscape of this St Kilda residence, whilst also providing an integrated architectural solution, complimenting the architecture by Chamberlain Architects.
"Made in Melbourne - made with heart"
Popstic Icecream is an artisan icecream maker using only the finest and freshest, natural ingredients. One of their signatures is their unique and eyecatching popsicles and that is how I arrived at the name - "popstics".
Located in a small shopfront on the banks of the Yarra - Popstic needed an eyecatching fitout. For the brand to come to life via its interior, I collaborated with architect Ella Leoncio. A cart and various pop up display items were also developed for private functions and designer markets. I also designed a website for Popstic with a focus on the strong visual appeal of these popstics. The focus is on beautiful images of delicious icecreams - which virtually sell themselves!
Located in Peregian Beach, Queensland, near Noosa, this hotel was in need of a freshen up. A new logo and suite of imagery was created, taking their cues from vintage imagery and tourist tea towels. Bright and colourful collages were created and historical images sourced from the local area. The idea was to make this hotel a true destination on the tourist map, while still embracing and respecting locals and their connection to the area.
Create a logo for a portable pop-up fruit bar as part of the Febfast alcohol-free campaign. Create a logo that is both engaging and positive, yet adult in flavour.
As part of the Febfast Campaign, Mixte Popup juice bar came to life – as a place for people to meet in the city, and enjoy non alcoholic drinks while DJ’s mixed up the sounds. A place to “mix” it up while your fresh fruity drinks are being blended on bikes, by Febfast ambassadors.
The branding had to be fresh, positive and fun, while maintaining a fashionable adult appeal that would normally be associated with an inner city bar. The items had to be portable and light weight, so they could be assembled at various public spaces over the four Fridays of Febfast.
Create an individual campaign look and feel for New Year’s Eve 2013 + 2014 and Moomba 2014 + 2015 to express the excitement and fun of the event, while maintaining the City of Melbourne Premier Events branded approach.
Melbourne’s New Year’s Eve event is comprised of 4 live fireworks sites at midnight and an early eve celebration. The design material conveyed the fun and energy of the event, and evoked the atmosphere of a twilight sky. Pale blue worked as an attention grabbing pop of colour throughout advertising and created a distinctive standout for the event, while bubbles of bright colours evoked the fireworks. The colours also served a secondary purpose to represent each of the four zones, an important aspect of the website and wayfinding. The City of Melbourne signature “M” Frame and window were integral to the solution to underline that this event was presented by the City of Melbourne.
MOOMBA
Moomba is an iconic and memorable Melbourne event. I was tasked with creating a look and feel that could evolve over 3 years yetmaintain some continuity and recognition. The idea of an explosion of colour and fun was chosen to capture the vibrant energy, noise and fun of this iconic event.
The brief: Create a brand identity for a live music downloading platform. Apply those brand elements across presentations, art direction, a beta version of the platform, including a live working site, mobile app. and social media. Make this platform real and live to demonstrate the concept to investors and musicians.
The name “halo” relates to an aura of light and brilliance surrounding an event, being or thing. Something that is other worldly, something out of the ordinary that elevates us beyond the everyday. This is the experience that inspired the branding for Soundhalo – that key moment or epiphany that can come when listening to live music.
Soundhalo branding aimed to capture that mind-altering moment of elation that you only get in a live music gig. Evoking that atmosphere and intensity of that moment and then making it live on. Explosions, starbursts and heightened colours were superimposed onto imagery to create an other worldly feeling.
Both the full wordmark and the symbol had to work, so that the brand could be viewed in it’s the most reduced form on the screen of an smartphone, as an icon. The idea of a letter “o” with a dash was the most minimal representation of a halo. The intention was to make the symbol almost a secret code/shorthand that could be achieved from a simple keystroke, appealing to the younger market.
Graphic and transparent shapes and textures were layered to capture the transparent effect of stage lighting. Dot patterns and lines combined to capture energy and vibrancy. Strong, overlapping diagonal shapes combined to capture the feeling of strobing lights and dynamism.
Create an individual and stylish identity for the multi-award winning, internationally acclaimed dining experience that is Vue de Monde.
Working closely with the illustrator Tom Samek and the team at Vue de Monde, this signature was created for Vue de Monde, as a sign of excellence and individuality. The many applications and brand elements that were created to accompany this signature aimed to underline the surprise and delight that accompanies any experience of dining at Vue de Monde.
In the process of creating a branded feel for Vue de Monde, many eclectic elements have been brought together to inform the different dining experiences, including Cafe Vue and Bistro Vue. The solution was to create an evolving image that could enhance the richness of experience when dining at Vue de Monde, as well as create different moods for the other offerings of Bistro Vue and Cafe Vue.
