Image Credit : Tatjana Plitt, Photographer at Principle Photography
Project Overview
Ms Collins is an entertainment venue that fuses food, fashion, art and music. The Ms Collins identity has been designed to reflect this diverse offering through an extensive collateral rollout, signage application and art direction.
Project Commissioner
Project Creator
Team
Sash Fernando
Ruwani Fernando
Peter Borg
David Enyaud
Project Brief
An identity of juxtapositions, Ms Collins draws inspiration from DIY punk aesthetic of the 1970s and underground international club culture. When brought together with the venue’s austere architecture an exciting visual identity is created.
A hand drawn logo marque and the use of torn paper were used to create a textured, grungy aesthetic. Provocative imagery was layered and collaged and used across various collateral pieces. The former site of the AMP Bank during the inter-war period, 425 Collins St is an example of palazzo-style architecture, conservative and austere in style. The Ms Collins identity contrasts and challenges this style with a brash and bold identity that reflects the contemporary hospitality offering of the venue.
The brand uses hot pink contrasted with black to create a dramatic colour story, which is used throughout the venue contrasting the palazzo-style architecture.
Project Innovation/Need
Challenging the sameness of the current design trends, the Ms Collins identity is a fresh voice in the hospitality sector. The identity is direct response to the venue, and a reflection of its innovative offering.
Design Challenge
The former site of the AMP Bank during the inter-war period, 425 Collins St is an example of palazzo-style architecture, conservative and austere in style. The Ms Collins identity contrasts and challenges this style with a brash and bold identity that reflects the contemporary hospitality offering of the venue.
Effectiveness
Due to the unique offering of the Ms Collins brand as a venue and hospitality destination in Melbourne a substantial amount of media coverage and positive PR was achieved. This led to high attendance numbers, and a number of successful one off events.
Graphic Design - Identity and Branding
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.
More Details