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Studio Alto was engaged by property managers Knight Frank to re-brand Madame Brussels Lane. This retail precinct derives its name from a notorious Melburnian, multiple brothel owner and local resident, Madame Brussels.

The brief was to create a ‘sense of place’ in the modern laneway that is imbued with the mythology, character and personality of Mme B. While immersing themselves in the history of ‘Marvellous Melbourne’,Studio Alto took inspiration from a press excerpt at the height of Mme B’s infamy in 1889. Conservative moral crusaders claimed that she had been “parading in Collins Street in charge of a beautiful girl under 20 with a white feather in her hat, indicating that her maiden virtue was to be had for a price ‘in her gilded den’.” The solution achieved an elegant mark that adds to the mythology surrounding the namesake of the laneway.

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What happens when a company’s name no longer covers the breadth of their work?
Local non-profit AccountAbility Minnesota came to us to help rebrand their organization after many successful years providing high quality free tax preparation and financial services to individuals and families of limited means.

Their many passionate and savvy volunteers and staff had begun pursuing a broader focus: “improving the overall financial well-being and futures of low- and moderate-income families.” They wanted their branding to clearly reflect their expanded vision while making sense to the many customers and volunteers who prepare taxes.

To find the right balance, Zeus Jones worked to understand everything we could about the nonprofit. Through work sessions, moodboarding workshops and interviews with customers, we landed on a new name and branding that felt right for the organization. In the meantime,Zeus Jones had the pleasure of working with some of the nicest and brightest people in town.

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No. Six Depot is a family owned, small-batch coffee roaster and café nested in the beautiful Berkshires. Located in a historic train station on 6 Depot St, they serve teas, salts and coffee from small farms and roast on location. Their identity juxtaposes a mix of unique rural and modern elements — drawing inspiration from their own backyard railroad and unique approach to keeping it simple and making it true. Designed by Perky Bros.

Photography: Jennifer May

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While other newly-formed pharmacy chains did battle on the high street for customers’ trust, Vårdapoteket was able to make the most of its unique position and locations. To add value to the asset and win a return on their investment, the client partners were willing to be brave. They looked to SDL to create something special from their small pharmacy chain: a brand and a destination to remember.

SDL‘s strategy for the business and the brand was to offer customers, many of whom would be patients away from home, a welcoming oasis of calm amid the sterility of a healthcare facility. SDL introduced a broad, vibrant colour palette, softer lighting, clearer information, and bright, graphic wallpaper that celebrated the miracle of the human body – not with cheesy images of happy families but with forms inspired by anatomical and botanical illustrations.


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