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Opening up the University's rare and valuable collections.

Melbourne University’s Reading Room gives the public access to their rare and valuable collections. A reputable long established service, change was being driven from within the organisation to develop an external outlook. They required a brand to evolve the Reading Room service into a more progressive and accessible one.

Through extensive research, interviews and workshops, we established audience groups, user journeys, pitfalls and goals of the existing service to develop a better service for a wider audience. Essentially we wanted to ‘open up’ the collections’, so we built a strategic framework to transform the Reading Room into an outwardly progressive, accessible service with an internal focus on protecting collections for future generations. Celebrating the collections’ through the brand is inspiring more and more people to discover Melbourne University’s unique collections through the Reading Room.


University of Melbourne


Brand workshops—Research + insights—Strategy + positioning—Brand architecture—Identity—Copywriting—Marketing collateral—Environmental signage—Print communication—Websites—Digital marketing—Animation


New life was brought to the collections by presenting them over exciting colourful backdrops. The beautiful imagery now literally walks across the pages of the programs.