Westpac / The Hive
The Challenge: Westpac Group's newly constructed innovation centre 'The Hive' allows staff and external parties such as partners and universities to test ideas for new products and services. Appointed with only a logo to guide us and less than two weeks to the media launch of the space, we were required to create a full suite of environmental graphics, wayfinding signage and all associated communications for the launch.
The Strategy: Short timeframes and the lack of any existing brand elements beyond the logo required us to act swiftly. After gaining a deep understanding of the centre's strategic objectives were to developed a visual language which complied with Westpac Group guidelines whilst representing The Hive's unique collaborative, inspirational and transformative attributes.
The Solution: The resulting flexible and dynamic graphic treatment was combined with a lively tone of voice across a variety of communications. We created an internal teaser campaign, launch invitations, all spatial graphics and wayfinding signage. With a streamlined process and full support of the client, we took concepts through to production and installation for a successful launch.
We created playful messaging, using bee references to illustrate the various stages of innovation.
Key messaging was applied throughout the space to promote collaboration, to inspire people and to encourage the transformation of ideas.
Temporary wayfinding signage allowed for smooth circulation of visitors to the innovation centre during it’s opening launch and media events.