As Perth transforms from vast urban sprawl to a city of neighbourhoods, mixed-use developments like Perth Girls School precinct will be important catalysts. While our strategy team constructed a Place Vision for the site, our Creative Department worked in parallel to produce a precinct brand and early engagement website to articulate the vision and encourage dialogue with the community.

With a distinct Egyptian Art-Deco building (c. 1936) at the precinct’s heart, the client wanted an approach that was respectful of the past while also speaking to the plans for the future. Using the concept of ‘Old School, New School’, we were able to create an identity that recognised the site’s heritage while also integrating bold forms and contemporary illustrations.

Underpinning the design, we developed a content framework and copywriting style that riffs upon the school theme to try and find a common language for talking about property development. There’s even a Neighbourhood Report Card where visitors to the site can express what they would like to see more or less of in the neighbourhood.

Because it’s early days, both the brand and the website have been developed to evolve as the project does, – something we are very much looking forward to.

“Using the concept of ‘Old School, New School’ we were able to create an identity that recognised the site’s heritage while also integrating bold forms and contemporary illustrations.”

Details

Client
Australian Development Capital

Location
Perth

Year
2019

Scope
Branding, Content, Web Development