The talented designer Becc Sharrock from Seesaw came to speak to our Melbourne students a few weeks back. We were so inspired with how she spoke about the process behind branding Junction Moama, we asked her a few more questions. Thanks for sharing Becc!
Junction Moama is a bar and dining space located right on the Murray River, attached to the bowling club. You wouldn’t think of a bowling club as a luxury must-visit destination, but the finished space is to die for. What was the original brief you were given?
The brief was to rebrand The Pavilion, a venue within the Moama Bowling Club precinct. We were engaged to develop a strategy which would define the market positioning and offering, so that the rejuvenated venue would appeal to a youthful yet sophisticated audience. A unique customer experience was required to ensure the remote venue could be viewed as a memorable “destination” worth recommending and revisiting.
The brand identity needed to be distinctive, telling the story of the Echuca / Moama region.
Tell us a little bit more about your process. How important is concept development to your process?
At Seesaw our process is quite systematic. We listen. We research. We manage. We create. We implement. We deliver.
Strategy and concept development were integral to the project. Firstly, we researched the Echuca / Moama region and its history, past and present. We audited competitor venues to determine a unique market position and a distinct offer for the venue. We created customer profiles—understanding the target audience is integral to the success of a project. Our audience were young and aspirational, and we created an identity that was defined by quality and style.
We felt it was important to embrace the rich history and landscape of the Echuca / Moama region.
We proposed renaming the venue to “Junction”, which referenced the name of the first tavern in the region. The new name exemplified the new brand.
And the brand, like the region itself, became all about meeting points: the town and the outback, travelers and locals, Echuca and Moama, old and new, regional tastes and crafted brews.
The brand colours are so distinctive and beautiful! You were inspired by your sister’s handmade cement vessels, Studio Twocan. Can you tell us a little bit more about how that collaboration came to be?
The Murray River and the notion of journey and storytelling were central to the creative direction. Through our strategic process and concept development we determined the importance for the identity to reflect the curving lines of the river, the hunting and gathering of the local Yorta Yorta people and the traditional crafts of the area. We wanted the graphic palette to represent this by overlaying colours, textures, shapes and materials creating bold, gestural and somewhat indigenous imagery.
Studio Twocan had been exploring layered oxidised concrete artworks, and myself and a few other Seesaw staff actually owned a few pieces. I guess we had a lightbulb moment and realised they perfectly articulated the concept.
We commissioned Studio Twocan to create a series of exquisitely textured cement vessels that reflect the layered sediment and water levels of the river, with a colour palette reminiscent of the local landscape.
These artworks formed the basis of many of the touch points—from signage and stationery though to environmental graphics and uniforms.
Once the cement vessels were photographed the design process was quite seamless and we adopted the less is more approach, allowing the artworks to remain the hero.
There’s no such thing as a typical project, but was Junction Moama particularly challenging, and if so, why?
Strategically Junction was a challenging project. The venue is situated within a larger precinct, sharing an entrance with a bowling club and gaming venue. These venues offer a vastly different brand positioning and customer experience, appealing to an older, more traditional audience.
The challenge was to change the perceptions of a younger audience. We relied on external touch points, such as social media, the website and advertising to educate the public with alluring and inspiring designs. Anita [Seesaw’s Creative Director] hosted a brand training workshop allowing the Junction staff to become brand ambassadors.
We also needed to ensure that the customer journey through the precinct from carpark to venue entrance was succinct with the sophisticated experience within the venue. Our copper and spotted gum signage system created a elegant entry to the venue.
What’s been the response to the brand?
We’ve had a wonderful response to the brand. The new venue seems to resonate with locals and visitors alike—witnessed by an astonishing 2,000 Facebook likes within the first two months of operation. It’s truly special how the interior environment and visual identity seamlessly intertwine together, each leveraging traditional material detail, craft process and print finishes. We’re thrilled with the outcome.
The post Junction Moama
by Seesaw appeared first on Shillington Design Blog.