The Challenge: Optus occupied two major buildings in Melbourne's CBD which needed to be unified across 10 floors. The buildings sat on Collins Street and backed onto Flinders Lane and our challenge was to brand the spaces and link them both to the architectural fitout which connected each floor as well as the laneways for which Melbourne is well known.
The Strategy: Working in conjunction with Hassell Architects we were able to work within the architectural framework to develop and create a graphic language that was able to work throughout the space and across all surfaces from solid walls and ceilings to glass meeting rooms.
The Solution: We developed a treatment and graphic language that represented the transformation/evolution of technology and the linking of Melbourne's laneways that sat at the rear of the buildings. Our treatment was able to transition through the various floor themes and associated colourways to create unique spaces and zones that were complex and intricate yet not overpowering for the staff working within the environment.