design thinking

Experimenta

Brand profiling, evolution, and repositioning for Australia's premier new media arts organisation.

Engaged to undertake a comprehensive review of the brand and collateral for Australia’s leading new media arts organisation the work began with an audit of the existing identity and communication material that resulted in a set of simple recommendations; retain the existing logotype, remove the complex visual clutter and redefine its use across all material.

Lacking in the original typographic identity were elements that could extend the brand story – to reveal the depth of the organisation's practice and central role in the industry. Fundamental to realising this goal was the development of a set of distinctive graphic components or brand elements to be used in conjunction with the logotype that aimed to provide a definitive statement on new media arts for the general public. Together these elements have been successful in situating the organisation firmly on an international platform.

(Original logotype by Studio Anyone)

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