STATE LIBRARY EXCHANGE IS SOON TO BE MELBOURNE CBD’S NEW BUSTLING HEART
Intended to be a space that means something to Melbourne, the State Library Exchange is where people will meet, connect, discover and exchange ideas. PLAYGROUND was briefed to create a name and brand worthy of the building's status and location, uplift Melbourne’s unique character, and speak to specific audiences, while maintaining broad, general appeal.
The State Library Exchange’s macro function as a commercial centre collides with the micro need to appeal and inspire on an individual level. Zeroing in on the space’s fundamental essence as a meeting place, we chose to bring the visual identity to life with a unique brand mark. Multiple, centre-pointing arrows take visual cues from the State Library’s iconic layout, commanding attention and positions the State Library Exchange as a literal meeting place where ideas, collaboration and success are shared.
To address the diverse audiences, we implemented varied photography and art direction, selecting three distinct styles to effectively communicate the people, place, and commercial aspects. A bold colour palette and strong sans-serif typography subtly references the curve of an open book, completing the brand’s visual identity and creating a look and feel that resonates broadly.ssible.
By showcasing exceptional facilities, smart technology, and flexible work environments, the brand is poised to attract future-focused, innovative businesses. In turn, it will create a community hub that serves as the intersection of action, creativity, and atmosphere.
