round.

Project: Port Phillip Estate Identity

Project: Public Dining Room Identity

Project: Golden Age of Couture

Project: Architecture Australia

Architecture Australia is the national magazine of the Royal Australian Institute of Architects. It has
always been Australia's most read architectural magazine, but a range
of consumer-targeted magazines was starting to erode its market share.

We were asked to redesign the
magazine to make it more relevant
to contemporary design culture, and
in the process broaden the magazines appeal with younger architects and general consumers alike.
 

However, we had to do this without alienating the large base of existing, established professional architects.
A new masthead was developed to reflect this change and to stand
out more prominently on news stands.

Editorially, the magazine presented very serious, journal-like content, for which it was highly respected. Our typographic response emphasized this academic content while we juxtaposed this with modern treatment of images, headings and pull out quotes.

Project: Our Identity

Project: NGV - Styleguide

Four years after branding the
National Gallery of Victoria (NGV) before it's successful re-opening on St Kilda Road, the gallery briefed us to reflect its move to an experiential focus on connecting people with art.

The solutions we developed included modifying the NGV logo and lifting
it above all others to introduce
a clear hierarchy, developing a consistent system for communicating messages, implementing a system for differentiating NGV Collection 

exhibitions from major paid shows
and art directing a series of photo shoots connecting people with art
in gallery spaces.

Over the last six years we have completed an extensive array of
books, catalogues, publications, invitations, range of advertising, uniforms, shop products and signage projects, culminating in a comprehensive style guide.

Project: 2005 L'Oreal Melbourne Fashion Festival

L'Oreal Melbourne Fashion Festival
is the premier annual festival that celebrates all things fashion. A hero image that captures the essence of festival themes is created each year.

In 2005, our brief was to produce
an image that combined fashion and
the arts with a link to the Victorian landscape. We used George Stubbs'
A Lion Attacking a Horse as the backdrop, an image that is iconic
to the people of Victoria.
 

We art directed the fashion shoot
so the model, who represents beauty, strength and passion, could successfully be superimposed onto the artwork to recreate the tension in the original painting.

Project: Identity

Cutler & Co is our third project with chef Andrew McConnell and architect Pascale Gomes-McNabb. We collaborated
on naming, the restaurant identity, stationery, signage, menus and wine list.

We were asked to create an identity that reflected the approach to food, style of service and restaurant architecture that would make Cutler & Co unique in an extremely competitive market. Our response graphically and photographically references the gritty nature of the restaurant’s location on the fringeof the city and Fitzroy.

Project: Identity

Studio Propeller is a marketing
and communications consultancy that specialises in solutions for a broad range of design and architecture practices. Their aim is to develop projects that promote and grow the Australian design scene.

Our identity response references
the visual language of movement and propulsion. The simple yet effective identity speaks directly to the target audience and has helped Studio Propeller carve out a niche market among design practitioners in Australia and secure the State of Design Festival.

Project: Basil Sellers Art Prize

The Ian Potter Museum of Art is home to the Basil Sellers Art Prize, a biennale event that encourages contemporary Australian artists to reflect and engage with a central tenet of Australian culture – sport.

The identity we created fuses unusual sporting imagery within a gallery context. Other clear sporting references are used as graphic devices to add interest to the visual language.

Project: Magazine

Traditionally, Greenpages provided Australia's most comprehensive annual directory listing of environmentally conscious products and services.
We were chosen to redesign the magazine and directory to reposition it as a quarterly environmental lifestyle magazine with an annual directory listing.
 

The magazine is designed to appeal to a mainstream audience. We developed a new masthead for the magazine and also developed a “GP’ symbol that provided a flexible device for use on a range of collateral. To help the reader navigate through the print and online magazine we added a suite of icons that depicted the different directory categories. We also developed a strong illustrative language to help differentiate articles and communicate the different types of information and statistical data throughout the publication.

Project: Identity

Curtis Stone is an accomplished Australian chef who has become a household name in the US due to
the popularity of his TV show Take home chef. We were asked to create
an identity for Curtis Stone to support the development of his celebrity status in the US market
and facilitate the launch of a new range of kitchen products.

We developed the brand strategy to ensure the vision and culture of the organisation were aligned and points of difference clearly understood.

On completion of the identity we produced a comprehensive set of guidelines and brought the brand to life on a range of product packaging and the web.

Packaging varies from large box packaging for saucepans to wraps for chopping boards through to swing tags for utensils. All packaging reflects the brand personality and builds on the brand story. Products are presented in a clean, contemporary
and informative manner.

Project: 2006 L'Oreal Melbourne Fashion Festival

L'Oreal Melbourne Fashion Festival
is the premier annual festival that celebrates all things fashion. A hero image that captures the essence of festival themes is created each year.

In 2006, the festival themes of theatricality and the spectacle
of performance were central to our
brief. We created an image of darker intensity that captures movement and celebrates the sophisticated and dynamic nature of fashion.

Project: Identity

Electrolight are dedicated to providing their clients with creative and technical excellence in all aspects of lighting design. Their approach places collaboration, integrity and passion at the centre
of all they do.

The objective for the identity was
to communicate that Electrolight are intelligent, dynamic and confident industry leaders with a strong emphasis on collaboration and delivery.

The Logotype we created is set in lines that were inspired by the movement and dynamism of light as it travels. The logotype also represents the multi faceted skill set of the Electrolight team and how together it is greater than the sum of its parts. The formality and detail of the line spacing speaks to the intelligence and attention to detail inherent in Electrolight’s approach. They're rigourous, they're a safe pair of hands, they'll get the job done.

Project: Identity

Melbourne First Aid (MFA) is a Registered Training Organisation
that provides high quality first
aid training to a range of childcare centres, schools, workplaces and
the public.

The primary challenge for us as designers was working with MFA to help them understand and articulate their core values so a compelling and authentic identity could be developed. Our brand strategy followed a series of active workshops. Ultimately we settled on the positioning statement Training for life to personify the business.

Project: Identity

Bendigo Art Gallery (BAG) is the largest regional gallery in Australia. Its historic building was refurbished in the late 1990's and the gallery adopted sophisticated museum control and security systems and embarked
on a period of rapidly acquiring
a significant contemporary art collection.

In 2004 we were approached to help
the gallery modernise their identity and broaden their appeal to younger audiences. We developed a distinctive 'B' logo that draws inspiration from stacked picture frames and references the old and new architectural aspects

of the gallery. As part of the new identity system, the colour palette
we devised allows flexibility for
use with many different artworks and helps broaden the gallery’s appeal.

BAG is now able to attract
major travelling exhibitions from international galleries, and their annual visitation figures have
almost doubled from 59,304 in 2004
to 111,263 in 2008.
 

Project: Identity

Three, One, Two is a Carlton restaurant established by Andrew McConnell, one of Australia's most respected chefs. Its name is derived from its Drummond Street address.

Our brief was to develop an identity for the restaurant that reflected McConnell's thoughtful approach and meticulous attention to detail in the kitchen. We referenced the use of traditional and basic ingredients,

prepared using precise cooking techniques, when developing a simple logotype with the correct use of grammar. The juxtaposition of crude butchers paper precisely foiled with formal 18th century table settings
and use of Dutch masters paintings help to complete the modern treatment of classic materials.

Project: Identity

Gingerboy is a restaurant that specialises in Asian style street food, known as hawker cuisine. Well-known Melbourne chef and red
head Teage Ezard established the restaurant following the success
of his eponymously named fine dining institution Ezards.

In addition to working on the
naming, we were briefed to develop the restaurant identity, stationery, menu systems, print collateral and signage.

We created a unique logotype and brand identity based on the visual language of neon signage found on streets throughout Asia.

Project: Identity

Following her success with revered Australian fashion label Scanlan & Theodore, Fiona Scanlan established children's wear label Big By Fiona Scanlan in 2005. The brand embraces imagination and fun from a child's perspective.

Our response was to develop a logotype that communicates cleanly and simply, almost childlike in application.
In addition to the logotype, we developed a whimsical garden graphic that can be extended playfully across a wide variety of applications, from stationery to retail environments and onto the clothing itself.

Project: Identity

The brief from Anna Schwartz was to revise the existing gallery identity while making it appear that 'nothing had been added or done to create an identity.' The Gallery's agenda is single pointedly focused upon the promotion of art.
 

We designed an identity that is reductive - incredibly paired back, disciplined and acts as a frame
for the primary communication.
The meticulous selection of stocks, substrates and premium quality production wins out over the volume
of the design.

Project: Identity

Project: Tea Room at NGV

Project: One East Melbourne

One East Melbourne is a luxurious complex of whole floor apartments situated in the exclusive suburb
of East Melbourne. The beautifully appointed spaces were designed by world-renowned minimalist interior architect Claudio Silvestrin.

Local developer Becton briefed us to create an identity for the complex and to develop a range of sales material that would encourage buyers to spend at least $2.5million on a whole floor apartment.
 

We produced a clean and refined logotype and colour palette that
are sympathetic to the minimalist qualities of the development. At
the same time, the restrained and elegant identity and sales collateral successfully differentiated the development in the competitive
and overcrowded property-marketing environment.