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 about the underutilised or underrepresented locations in the City of Melbourne and propose a cultural event or experience to reinvigorate one of the locations. Acknowledgement to the context of client and place, target segments, 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 about the underutilised or underrepresented locations in the City of Melbourne and propose a cultural event or experience to reinvigorate one of the locations. Acknowledgement to the context of client and place, target segments, 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.
A Quick Glance
Hoping to capture the essence of this 12-week project quickly? In the video below, I had a conversation with Cat Khanh Nguyen, who is a graduating student studying Bachelor of Business (Entrepreneurship) at RMIT University about Cocoon from an entrepreneurial perspective.
Hoping to capture the essence of this 12-week project quickly? In the video below, I had a conversation with Cat Khanh Nguyen, who is a graduating student studying Bachelor of Business (Entrepreneurship) at RMIT University about Cocoon from an entrepreneurial perspective.
