Graphics behave very differently in built spaces and understanding this is critical to their function and success. We create branded environments, way finding and architectural signage schemes that are focused on a deep understanding of the user and their specific needs, providing a positive and memorable visitor experience.
The scheme involved a sensitive and radical rethink of an ageing though iconic and historic winery that sought to align brand, market and site. The creation of an elevated visitor experience was central to the thinking to be realised through a series of clever retail, tasting and interpretive spaces, remodelled grounds, entrance and a reorientation of the public façade and central spaces.
The development proposal for the winery originated in a simple request for interior graphics and some signage for the Knappstein Wines cellar door. On analysis a broader series of complex site issues were identified that centered on the quality of the visitor experience: congruence between the product, branding, architecture and heritage components. It was recognised that the response required was beyond the scope of a graphic project.
With the backing of the winery and parent company Lion Nathan, Working Images assembled a project team with representatives in interior architecture, architecture, landscape architecture and graphic design. From an initial working session on site with the winery team and progression through a series of smaller, intensive design sessions, a comprehensive staged proposal and detailed cost analysis was produced.
The whole of site design scheme was established within a 4 week window demonstrating the efficiencies and potential scope of an integrated, multidisciplinary project approach.
Project team: Working Images, Hassell, Scholz Vinall Design, Hemisphere Design.
The interior graphics were a constitutive element of the interior scheme proposed by Woods Bagot. The office and interior spaces being primarily neutral and the graphics role was to infuse the space with a clear sense of character and personality.
The conceptual approach for the graphic scheme references the notion of a ‘data landscape’ – the physical South Australian landscape from which the ABS draws its statistical data. A broad range of well known landmarks or icons were chosen to represent three specific regions of the state and were developed in to three abstract panoramas.
A graphic of numbers was developed in addition to the landscapes to represent the substance of the actual data. The flowing, changing nature of the graphic aims to reflect broad statistical variations and movement typically referred to as a trend. Throughout the building these two graphic components are used in combination or separately.
The ABS interior graphics are instrumental in communicating a sense of the organisations identity
for staff and visitors and bringing to life the discreet day-to-day business of the statistician. The graphic scheme contributes a sense of vibrancy and energy to the space.
Award of Commendation.
Design Institute of Australia (DIA)
The graphic scheme applied through the head office, metropolitan and regional branches was translated into several colourful story walls and a series of functional graphics applied to glazing.
The underlying concept for the graphic scheme references the notion of connectivity which is expressed in a series of large scale graphics comprised of radiating, interconnecting,circular forms and other more subtle elements.
The graphic has two levels of meaning: at a corporate level the head office team is shown as connected to the outlying branch offices and at a deeper level that has greater personal resonance. Correctional Services appears outwardly concerned with incarceration but underlying this is the goal of offender rehabilitation. In this sense the idea of connectivity is representative of the positive influence that community has in this process.
The scheme was successful in bringing vibrance and personality to a restrained departmental environment by reflecting the personal function of the space and supporting an interior scheme that aimed to humanise the workplace.
As a distinct graphic developed within a larger scheme focused on nature, the parent's lounge presented a unique set of requirements and challenges. Environmental graphics are highly contextual design interventions and the solutions are driven by the nature and function of the space and the specific requirements of the users.
The parent's lounge is a small room tucked off a corridor in the Oncology Ward on Level 7 of the WCH – a place where their child would be staying, sometimes for extended periods, and being treated for serious illnesses. In this emotionally weighted environment the parents are offered a place of respite to withdraw from the issues at hand and to reflect quietly. The challenge for this space was to provide a graphic that supported a reflective process but which could not in any way be construed as patronising or likely to trivialise the parent's presence and use of the space.
The abstract work titled: The Big Picture references the breakthrough moment we experience as individuals when our thoughts and feelings are elevated – when we can reframe the difficult situation at hand and see things in a much greater context. The collection of ornate, gold frames are a thoroughly overstated feature in such a modest room and quickly seen as a parody of the serious. The frames are loosely representative of a collection of perspectives and experiences likely to be present in the room over time. The cloud image speaks discreetly of one whole picture – the large (possibly shared) view that is contained and present in a disparate collection of frames or experiences. The frames become a window with which the viewer can reach beyond and through.
In an interior graphic scheme oriented primarily toward children, the parent's lounge graphic is instrumental in defining an adult space and offering a chance to restore and reframe. A simple, abstract and conceptual scheme that speaks quietly to the parent's in a time of serious reflection.
Award of Commendation.
Design Institute of Australia (DIA)
Our directed working session with management and staff led to a detailed design brief supported wholistically by the group. The graphic objective became the humanisation of the interior spaces – primarily a response to the people oriented values of the organisation. Consultation with staff throughout the design process realised a desire to instill a sense of ownership of the space and the design approach.
Four visually distinct graphic schemes were developed to codify different spaces so as not to regiment the design – the intersection and layering of these distinct schemes physically and spatially allow the viewer to make their own meaning from the work.
In this way the works provide no resolved story but aim instead to generate an open-ended, meaningful experience within the individual. The conceptual thread connecting the works provide overall coherence and legibility. The four graphic schemes were produced by local creatives. An artist, a writer and two illustrators were engaged to respond to four sub-themes which delivered a series of bold and engaging works. These were applied to five floors and 40 sites throughout the space creating a comprehensive and integrated graphic scheme.
The interior graphics have succeeded in communicating a clear sense of the human or humane and established a more meaningful and engaging environment that clearly expresses the rich people-oriented culture of the organisation.
Award of Merit, 2007 South Australian Design Awards.
Through an independent assessment by our team in design, business operations and marketing, the case for brand change becomes clearer and developing the business case becomes easier.
A successful brand will accurately represent your organisation in all relevant markets, project the desired positioning and support the strategic business objectives. Evolving or renewing a brand is one of the most critical decisions your organisation may face and one that has the potential for significant market ramifications – both positive and negative.
We will quantify the value of your existing brand, its viability and relevance in specific markets, benchmark against your competitors, assess its suitability to represent the organisation and determine its remaining lifespan. We consider all aspects of the brand from the visual identity through to the day-to-day brand collateral.
The brandopinion results in a comprehensive document that will provide your business with the support to make strategic decisions for brand development and determine a case for change.
“The brand opinion developed by Working Images provided great clarity for our company in the early planning for rebranding. It gave us a really clear indication of the value of our brand, where it was working and where it wasn’t and from there we could move forward”.
Through a strategic, facilitated working session we will identify and define the aspects of your business that make it unique. Your business fingerprint that lies at the heart of your business.
To create a unique brand, your business needs to be distinguished by more than what it does. It must be defined by its characteristics, values and attributes – the innate qualities at the core of the business created by the business leaders and staff that define its vision, direction and strategic objectives.
A successful brand is a synthesis of what your stakeholders want and who the business is. A stakeholder is anyone that has a relationship with your business – the board, executives, management group, an associated investor group, your shareholders, clients or a niche market. All of these people have influence and therefore need to be considered in the development of a new or revitalised brand.
brandprofiling results in the development of a comprehensive document that will ensure your brand reflects the strategic objectives and embodies the qualities that make it unique. The process will also hone your core messaging, benchmark the existing brand and facilitate greater clarity at an organisational level. All ensuring differentiation in your market.
“what surprised us was the tremendous amount of clarity the brand profiling process brought to the whole organisation. It was not just useful for developing a brief for the new branding, it really helped us define an overall market position and singular vision for the organisation.”