Open House Melbourne 2023
The Building Blocks of a City’s DNA
2023’s “Collective City” theme highlights how cities can harness technology to bridge cultural disconnection and foster meaningful connections in an era of rapid digital change.
The Open House Melbourne Weekend inspires public engagement and provoking conversations. The challenge was to develop an identity in line with the theme ‘Collective City’—and how a growing population adapts to themes like digital connectivity and cultural disconnection.
We are witnessing a disruption of city living—specifically through digital connection. Despite technological advances, a widening gap is dividing individual experiences. The challenge was to develop an identity that speaks to how we can harness technology to create meaningful connections for individuals, as well as better outcomes for cities as a whole.
To us, design is impactful when it considers the diverse people interacting with it. The 2023 identity tells a story of how each person, language, and moment, are the building blocks of Melbourne’s unique DNA—and how a city is greater than the sum of its parts.
Using ASCII character code and multilingual glyphs, the concept showcases how different people from diverse and inclusive backgrounds interact with architecture—coming together to reveal the true nature of the built form.
The approach references how early printers lacked the ability to print graphics—using characters to embed images in emails. Promoting accessibility, this technique encapsulated the idea of coming together through a universal language.
Program engagements increased across social, digital, and physical interactions. Facebook post impressions increased 43% from the year prior and Instagram post impressions increased 234%.
More Projects
Campaign, Motion
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
