51 Flinders
Tear away convention
The way we work has evolved, and people are breaking away from conformity. As a result, the lines between culture, business and lifestyle are blurring like never before.
Let’s tear up the rule book, tear up the tropes, tear up typical. Welcome to 51 Flinders Lane.
Built on a foundation of creative disruption, 51 Flinders rejects the quiet norms of the city’s business district. The brand utilizes a “tear-away” visual language, layering vibrant art direction and jolts of neon pink over scenes of monotonous corporate routine. By physically stripping back the imagery of the mundane, we unveil 51 Flinders as a destination defined by movement, color, and unapologetic character.
The brand identity finds its voice through the strategic pairing of defiant copy and bespoke stencil typography, an aesthetic that commands attention while signaling a fearless departure from conventional corporate design standards.
The custom typeface acts as a structural anchor for the brand’s unapologetic narrative. Together, they depict a brand that knows exactly who it is and refuses to lower its volume for the sake of convention.
Whether it’s scaled for high-impact digital displays or distilled for minimalist print, the identity remains versatile. It navigates every application with ease, shifting its form to suit the medium without ever diluting its core message or unmistakable character.
More Projects
Strategy, Brand, Art Direction
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Quincy
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
LDK
Amber Property Group
CAPAX
Toga Group
Far East Group
