New Visible Identification for One 4 5 by Studio Courageous — BP&O
Statement by Richard Baird
OneFourFive Clarendon is a modern workspace developed by Salta and designed by Architectus for future-oriented companies looking to set up shop in southern Melbourne. The development aims to attract like-minded progressive people with a conscious focus on connectivity and local activity. Against this background, Melbourne-based Studio Brave developed the story "A Life Unlimited" to express how the building enables companies and their employees to achieve the contemporary model of a professional lifestyle. This narrative is complemented by a graphic identity that seeks to overcome the boundaries of expectation within the commercial property landscape by combining bold contemporary typography and colors, materials, and surfaces that evoke the context-sensitive tectonics, layers, and composition of the building by Josh Robenstone's photography southern Melbourne urban landscape.
OneFourFive Clarendon is described as a contemporary environment that redefines the modern work area with flexibly designed interiors, a light-flooded open staircase and spacious outdoor terraces that ensure collaboration and well-being. This emerged from the Architectus design philosophy "People, Purpose, Location, Planet and Production". The building is context-specific and refers to the industrial past of the area with corrugated concrete, pulling cables and metal frames. These complement the surrounding urban space and celebrate the traditional materials of the local streets and alleys.
Studio Brave's graphic identity, inspired by the building's characteristic forms, interprets and transforms the architectural concept of contextuality rather than modernity and the integrity of the Archtectus philosophy of "people, purpose, place, planet and production" into a graphic expression , This is evident in the long forms of the compressed style of GrilliType GT America, the blind corrugation of the envelope, the glossy embossed detail of the logo and the three layers of the marketing document, which is made up of a local brochure, area map and fold-out sheet.
The high-contrast, extended type GT America Extended and a dash of warm orange as well as the composition of some brochure layouts appear to be consistently up-to-date and striking, with youthful energy and liveliness, together with the more formal expression of building tectonics. What really elevates these gestures is Josh Robenstone's little-lit photography. "A Life Unlimited" is told in type and image and combines the character of South Melbourne and the architectural purpose in the entire brochure. The image is required as online layers for writing texts and typing in print and cut images. This stratification also manifests itself in the folding of independent leaves and tilted floor plans that lie over pictures of the local flora. Other works by Studio Brave on BP & O.
Design: Studio Brave. Photography by Josh Robenstone. Opinion: Richard Baird. Fonts: GT America.
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