HERE is a hypothetical, physical and digital identity system that reinforces a cultural link between places and ideas. HERE acknowledges the birthplace of ideas across many creative fields renowned in Melbourne, including: theatre, literature, dance, music and visual arts.
HERE revolves around the concept of 'tally marks', a universal counting and tracking system for groups of five, which can be seen in the stems of each letter when viewed at certain angles. Combined with a colour palette where each creative outlet is assigned its own colour, this notion drove the narrative of behind HERE's branding - a united representation of Melbourne's multifaceted creativity.
Physically, the wordmark also acts as functional art, inspired by Melbourne CBD's own sculptural pieces that are scattered across the cityscape and act as public seating. The crossbar which strikes through the letterforms in HERE, allow passer-bys to sit on the marker, admire and explore the location of the pertaining creative landmark.
