QV
Define Your Different
Revitalising Melbourne’s unique laneway culture, QV invites audiences to “Define your different” with a bold, graffiti-inspired identity that spotlights QV as a destination for fashion, entertainment, and food.
QV had become homogenous with other malls—in opposition to its diverse experiences and key pillars of exploration and surprise. Flagship tenants like Off-White and Incu were reluctant to engage with QV channels due to brand rigidity.
The project required an identity that would appeal to tenants from high-end retail through to convenience shopping—without alienating its broad audiences. We were tasked to develop an identity that would restore relevance to its original laneway culture, that was bold enough to differentiate from increasing competition and would establish QV as a captivating destination for fashion, entertainment, and food.
We honed in on the precincts’ origins—to celebrate Melbourne’s iconic laneway culture. The new identity asks audiences to be part of what this space means, and the platform “Define your different” emerged to unify creative and marketing.
Our updated brandmark becomes a mechanism for expression—de-corporatising QV to embrace a graffiti style synonymous with laneway culture. The brand stands confidently by letting the mark appear as illustration, line-work, or as graphic language.
The brand launch received:
—2.8+ million social impressions
—220%+ increase in website visitation and engagement
—Significant increase of brand participation in marketing—culminating in QV securing Marais Men.
Collaborators
Photography
Jordan Drysdale
Stylist
Jade Leung
Hair
Phoenix Ly
Makeup
Janice Wu
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
