Project Overview
This brand positions 120 Spencer as a magnetic destination which positively contributes to the future of Melbourne.
Project Commissioner
Project Creator
Team
Design Director: Kirsten Gracie
Typography: Kirsten Gracie
Designer: Shannon King
Account manager: James Jablonski
Copywriter: Kathryn O'Hara
Finished Artist: Leah Horsley
Project Brief
120 Spencer is a workplace that will enable greater collaboration and community for forward thinking individuals and businesses. It will provide workers with an active, convenient and connected workplace as well as becoming a dynamic landmark for social and dining adventures.
The brief was to create a brand that brought to life Melbourne’s cool, unpretentious edge with an aesthetic that is vibrant, distinct and engaging.
Project Innovation/Need
A unique cubic word-mark formed the basis of the brand and lead to the creation of a typeface that would allow for creative play and and a diversity of applications, with a colour palette that is vibrant and eye-catching.
It communicates the building’s position as a place where strong ideas and big ambitions take hold. Where game-changers and powerhouses-to-be get their start - and their inspiration - and brings to life the space’s creative, commercial and ambitious characteristics.
Design Challenge
The challenge was to create a brand which demonstrated how 120 Spencer is moving beyond a commercial building to become a magnetic destination that positively contributes to Melbourne's future.
Effectiveness
The brand successfully brings to life 120 Spencer as a place that’s creative, commercial, ambitious and alive, with a ground plane that buzzes and different ideas sparked by diverse co-working. It showcased 120 as a hothouse and an incubator, built to give structure to success; a solid foundation from which to create, disrupt and go further.
Graphic Design - Identity and Branding - Property
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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