Bowie
Luxury Unleashed
Bowie was an opportunity to go beyond service offerings and create a brand that spoke to lifestyle and culture.
The dog grooming and daycare service was designed to capture the young, aspirational, and social media-savvy locals—for them to drop off their pets and enjoy nearby gyms and amenities.
Our goal was to bring the brand to life in a way that was culturally relevant, embracing a light and luxurious tone. Through a thoughtfully designed wordmark and brand language, we infused fun and sophistication, reflecting local values of fashion and lifestyle.
The brand, named “Bowie” was developed after one of the brand’s customer’s dogs, designed to be personal and memorable. Bespoke variations of the monogram were created to build a versatile brand identity, akin to the many personas of the artist himself. These elements have been animated and expanded on since launch.
Drawing inspiration from iconic rock artists, Bowie has been brought to life through elements of ‘fame’—blended with local lifestyle tastes and fashion sensibility. The result is an elevated experience that builds on the larger luxury narrative Newstead promises.
Collaborators
Photographer
Troy Freyee
Talent
Carla Martinez
Stylist
Molly King
Hair & Makeup
Penny Antuar
More Projects
Brand Identity, 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
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
