Charter Hall

Using art as a
communication
device for brand.

As Charter Hall launched its revitalised brand identity and values to market, our brief was to create a branded art installation in its Martin Place office in Sydney to celebrate the new company values.

We stepped away from conventional approaches to flat environmental graphics and explored the possibilities of art as a communication device for brand. To reflect Charter Hall’s confidence and unconventionality in the sector, we produced a thoughtful and versatile system of sculptures, to become icons of innovation that unify the Charter Hall offices across borders.

Thinking about each sculpture conceptually, we focused on the intrinsic qualities of each brand value. The goal was not to simply create a visual repetition of existing brand assets, but to celebrate the brand through unique symbolic resonance.

To achieve visual consistency across the installation, while ensuring a versatility that responds to different office fit outs, we created a Sculpture Guidelines Document. This is an extensive exploration of possible finishes, fixing methods, presentation approaches, graphic layouts, positioning layouts, lighting considerations and form variations that could respond to a multitude of spatial conditions.

Each brand value is communicated through a fundamental sculptural form that allows individual interpretation without compromising meaning. Aesthetically, this minimalist approach to three-dimensionality directed the sculptures to a sophisticated and refined presentation, while allowing room for proportional, material and mounting variations within the guidelines document.

Despite the simplicity of the forms, each sculpture was detailed with calculated bevelling and rounding of edges, meaningful thickness variations and purposeful spacing of individual components. With materiality in mind, these small yet significant details bring a heightened dimensionality to each sculpture.

The Martin Place sculptures focus on all-timber details and construction (with the exception of the Level 2 installation), bringing a warm and sustainable approach that steered away from excessive use of polymer substrates.

Within the guidelines document, we kept the materials largely natural, such as timbers, stone or concrete to texturally compliment key interior finishes. White acrylic is the only exception when we required a neutral minimalist approach.

We created a suite of forms to meet different interior conditions, which included wall mounted, plinth mounted and smaller desk mounted sculptures. Each mounting method was designed with its own text description approach that utilised the Charter Hall brand colours and typefaces.

Recognition

01


Judges Choice – 2020 AGDA Awards
Category: Spatial/Wayfinding/Signage & Environmental Graphics


Distinction – 2020 AGDA Awards
Category: Spatial/Wayfinding/Signage & Environmental Graphics


Silver – 2020 New Zealand Best Awards


 

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