Smash Artists

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Melbourne Recital Centre

The Melbourne Recital Centre identity had to do three things. The first to communicate the diversity of performances held at the centre. The second, maintain a presence in all communications either overtly or backstage. Finally, create cut through and originality in a market where events often overshadow the venue. The result is a polyphonic identity that is always changing and always unique just like the experiences to be had in the venue.

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The ID Branding Sys

ID Branding expresses its identity in a variety of fonts and colors and using 6 variations of a logo.

The 6 logo variations were applied to the identity system as a series of stickers.

The ID Branding employees were asked to relate their own personal "identity". Those insights were then translated into a representative image that each employee adorned on the back of their card. Together the images visually represent the ecosystem of ID Branding's culture.

The variation of imagery on the back of the cards contrasts the simplicity of black and white letter pressed printing on the fronts. Embossing and rounded corners were added as critical final touches.