Revealing the stories behind Boroondara's built environment

Open House Melbourne provides an opportunity for the community to discover Boroondara's architectural heritage, stepping inside significant buildings they may have passed countless times without knowing their history.

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As Head of Creative Services at the City of Boroondara, I oversaw the creative direction and development of a campaign identity built around the idea of revealing the unseen, inviting audiences to explore both the past and present-day character of Boroondara.

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The visual concept centred on a blueprint-style architectural illustration of Hawthorn Arts Centre, one of Boroondara's most recognisable landmarks. A vibrant blue colour palette gave the campaign a distinctive look, complemented by archival and contemporary photography that helped reveal the stories behind each building.

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The campaign wordmark also drew inspiration from the architecture of Hawthorn Arts Centre, incorporating geometric forms and an angled edge that reflected the building's position along Burwood Road. The partially concealed lettering provided a subtle reference to the idea of discovering something hidden.

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I oversaw the rollout of the identity across print and digital communications, including a zine-fold brochure, social media, eDMs and supporting promotional materials.

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The result was a distinctive and cohesive campaign identity that celebrated Boroondara's architectural character and encouraged audiences to look beyond the familiar to discover the stories behind its buildings.

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Client: City of Boroondara
Sector: Local Government, Arts and Culture
Services: Creative Direction, Campaign Identity, Graphic Design, Print and Digital Design