Image Credit : James Morgan Photography
Project Overview
Crafted Culture Powered by Sisterworks serves up a delightful multi-cuisine menu where patrons can order food and beverages heroing products specially created by the migrant, refugee, and asylum-seeking women within the Sisterworks support network. They approached us to imagine an identity reflective of the strong brand values and followed with a request of a much larger scale.
Project Commissioner
Project Creator
Team
Creative Director: Sash Fernando
Designer: Sharna Jones
Content: Bella Hume
Client: Ifrin Fittock, Joy Villalino, Valerie Deneen, Cassandra Jovic
Illustrator: Camilla Paz
Photographer: James Morgan Photography
Management: Jes Egan, Thao Mai
Project Brief
We were approached to identify a brand name and look and feel that could articulate with ingenuity, the cultures and flavours so deeply integrated within Sisterworks. The brand needed to be a canvas for cultural expression, an identity relying less on discourse and more on visual communication to send messages of diversity and inclusivity, whilst also considering the primary demographic to ultimately attract local foot traffic.
We landed on Crafted Culture, a name reflecting their people and products with enough clarity to signal a strong brand purpose. The design followed suit taking inspiration from the name, evolving into a colourful palette and set of organic shapes synonymous with craft-making – a well-rounded brand identity celebrating culture in every way.
After a successful brand launch, Sisterworks approached us to imagine a TRAM WRAP design as a part of Yarra tram community partnership program. The intention was to spread messaging for the Sisterworks #HIREHER campaign, which aims to encourage employers to consider pathways for culturally and linguistically diverse (CALD) backgrounds to fully participate in the Australian workforce. We ensured the artwork (licensed by SisterWorks from one of their artisanal entrepreneurs Camilla Paz) was preserved, celebrating the bright, migrant women featured throughout the design. SisterWorks also requested that four, additional products created by other migrant, refugee, and asylum-seeking women be integrated into the commissioned artwork – an ode to the skills and talents possessed by the women they support, also known as their Sisters. We integrated bold typography to maximise street appeal whilst ensuring to prioritise the artwork.
Project Innovation/Need
For most NGO’s campaigning at a tram-wrap scale isn’t feasible. We managed to redefine what it means to spread important messages with brave design choices in boldness and colour treatment. Rather than asking, the design is demanding action for a cause underpinned by so much progress in social equality.
Design Challenge
We were challenged by choice when designing the tram wrap. With so many messages, artworks, crafts from the sisters etc. we had to identify a limit in which we were comfortable presenting, both to the client and the streets of Melbourne. Thanks to a smooth collaborative experience, we were able to reach a happy medium and handover a well-balanced design to Yarra trams.
Effectiveness
Both the cafe and the tram wrap have created strong traction in user engagement. The cafe sits on bustling Bridge Rd Richmond and is a place where many brand touchpoints can be engaged with including coffee cups, menus, signage and products made and sold by the sisters.
The tram spans over 23-meters of surface area and is on a 12-week cycle in and around Melbourne's CBD. This is the largest scale of user engagement the client has ever experienced and it continues to grow day by day.
Graphic Design - Identity and Branding - Retail
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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