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Brief
Influenced by the pandemic, the City of Melbourne needed the student’s help to revitalise the dynamism in the city, attracting the influx of local and international visitors. Students were briefed to research the underutilised or underrepresented locations in the City of Melbourne and propose a cultural event or experience to reinvigorate one of the locations. Acknowledgement of the context of the client and place, target segments, and environments must be carefully considered. Creative freedom was given to push boundaries and innovate new scenarios and possibilities. Nailing the experience, an announcement campaign was required to effectively communicate with the public.
Influenced by the pandemic, the City of Melbourne needed the student’s help to revitalise the dynamism in the city, attracting the influx of local and international visitors. Students were briefed to research the underutilised or underrepresented locations in the City of Melbourne and propose a cultural event or experience to reinvigorate one of the locations. Acknowledgement of the context of the client and place, target segments, and environments must be carefully considered. Creative freedom was given to push boundaries and innovate new scenarios and possibilities. Nailing the experience, an announcement campaign was required to effectively communicate with the public.
Solution
Cocoon, a rejuvenating overnight city retreat experience was speculated, targeting young professionals transitioning to a new stage of life. The tone of voice accentuated temporary retreat, embracing, transitioning and reconnection to nature. The visual identity, which contains hollow mesh, outlies, and layered blobs, suggests a temporary safe space to escape, stylised from therapeutic Indigenous yarn, ripples, and silk. It explicitly shows the physical form of cocoon and shape of Herring Island, and implicitly narrates the mesh of restlessness, homesickness, uncertainty, and the hope to be embraced. They are resilient to be adapted to the inherent image-making for reinforcement.
Cocoon, a rejuvenating overnight city retreat experience was speculated, targeting young professionals transitioning to a new stage of life. The tone of voice accentuated temporary retreat, embracing, transitioning and reconnection to nature. The visual identity, which contains hollow mesh, outlies, and layered blobs, suggests a temporary safe space to escape, stylised from therapeutic Indigenous yarn, ripples, and silk. It explicitly shows the physical form of cocoon and shape of Herring Island, and implicitly narrates the mesh of restlessness, homesickness, uncertainty, and the hope to be embraced. They are resilient to be adapted to the inherent image-making for reinforcement.
Process Matters
If you are interested in knowing the in-depth research, precedent studies, case studies, user studies, experience speculation and design strategy, communication plans, design ideation, visual development process......
If you are interested in knowing the in-depth research, precedent studies, case studies, user studies, experience speculation and design strategy, communication plans, design ideation, visual development process......
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