Our View Point

BrandCulture has recently completed an installation design at Commbank Place at Darling Harbour that has roots influenced by the Swiss artist Falice Varini. The key messaging for Commonwealth Bank was to welcome the cus tomer into their new branch and … Continue reading →

BrandCulture has recently completed an installation design at Commbank Place at Darling Harbour that has roots influenced by the Swiss artist Falice Varini. The key messaging for Commonwealth Bank was to welcome the cus

tomer into their new branch and to display one of the most recognisable and trusted brandmarks in the Country to their clientele, a reminder of why they choose to bank with the Commonwealth Bank of Australia. BrandCulture was asked to work on a zigzag feature wall within the space that could display information to people both leaving and entering… Longtime fans of Varini’s work, BrandCulture set about to integrate the Commonwealth Bank messaging and branding into the environment.

The following is a excerpt from Varini’s site…“My field of action is architectural space and everything that constitutes such space. These spaces are and remain the original media for my painting. I work “on site” each time in a different space and my work develops itself in relation to the spaces I encounter. I generally roam through the space noting its architecture, materials, history and function.”

BrandCulture looked closely at how the customers would move through the space, making use of the traffic workflow and spaces… Personal banking areas equipped with iPads, telephones and printers are located along the main feature wall. If more assistance is needed the teller location at the back of the office does away with security screens and a more personable experience with relaxed tables and offices. Turning to exit the space, an automatic foreign exchange converter and coin counter sit opposite the feature wall. These locations create a natural viewpoint for the feature wall, part of an “inevitable route” within the space, a perfect opportunity to view the installation.

Varini goes on to say “From these spatial data and in reference to the last piece I produced, I designate a specific vantage point for viewing from which my intervention takes shape. The vantage point is carefully chosen: it is generally situated at my eye level and located preferably along an inevitable route, for instance an aperture between one room and another, a landing… I do not, however, make a rule out of this, for all spaces do not systematically possess an evident line.It is often an arbitrary choice. The vantage point will function as a reading point, that is to say, as a potential starting point to approaching painting and space.The painted form achieves its coherence when the viewer stands at the vantage point.”

Entering or exiting the space gives the viewer multiple viewpoints of the branding, the messaging and the images that focus on the inter-dependant relationship between the bank and their clients. The imagery of these moments represent the customer and also the development of our communities right across Australia by capturing local imagery to the branch. Whilst the Entry and Teller points highlight these assets, the real experience is had moving through the space and seeing the movement and construction of the logo, the development of the typography and the visual moments featured along the wall.

Lastly, Varini deals with the changing view points… “When he* moves out of it, the work meets with space generating infinite vantage points on the form. It is not therefore through this original vantage point that I see the work achieved; it takes place in the set of vantage points the viewer can have on it. If I establish a particular relation to architectural features that influence the installation shape, my work still preserves its independence whatever architectural spaces I encounter. I start from an actual situation to construct my painting. Reality is never altered, erased or modified, it interests and seduces me in all its complexity. I work “here and now”. Felice Varini

To view the Commonwealth Bank Darling Walk Branch, please click here

This work has also been published at the Desktop Magazine’s and AGDA Website

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Cubic Group’s HQ

A word from Alex B, one of our designers. A follow on from our June Cubic post. Here it is! The Cubic Group head office in Newington had the BrandCulture treatment! We’re all pretty excited as to how this project … Continue reading →

A word from Alex B, one of our designers. A follow on from our June Cubic post.

Here it is! The Cubic Group head office in Newington had the BrandCulture treatment! We’re all pretty excited as to how this project has come up and wanted to share it with you, our followers… The concept behind this environment was to render images of Cubic’s impressive portfolio of work to compile a virtual tour of their projects and in turn make the office environment an extension of abstract spaces and line-work.

Entering the building the bold orange taken from the Cubic identity is seen throughout the environment and extends to the up-dateable portfolio wall in the foyer. Highlighting some of Cubic’s most notable projects the wall also served as an inspiration board for the environment… It was from this amazing collection of photos that we selected the images for the glass graphics. The stairwell on your left features more line-work and a reference to the heritage of Cubic’s Italian ancestry, culminating in a family portrait on the second floor.

Within the environment the sense of theoretical space is enhanced by the use of the transparent orange vinyl across different sections

The meeting room features a rejigged construction floorplan, a metaphor for the engine room of Cubic’s business. It is here that plans move from idea to concept to a realisation and we thought it fitting to document the walls as such.
BrandCulture is looking forward to fully photographing the space for our Portfolio section, stay tuned!”

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The Cubic Installation…

Cubic Group Installation – Interior Fit-outs, Refurbishments, Construction Management. Following on from our Vector Graphics and Anamorphisis post back in February, Cubic Group’s new environmental branding is now finalised and installed. We took some of their key projects and applied … Continue reading →

Cubic Group Installation – Interior Fit-outs, Refurbishments, Construction Management.

Following on from our Vector Graphics and Anamorphisis post back in February, Cubic Group’s new environmental branding is now finalised and installed.

We took some of their key projects and applied them to the glass walls of their offices and meeting rooms. Each room has a different project which includes; ATO, Jessie Street Centre, Parramatta / Pinnacle Office Park, North Ryde / Sydney Water Head Office, Parramatta / Macquarie Bank, King Street Wharf / UNSW Cancer Research Facility etc.

Here’s is our Business Dev. Manager, Gordon looking rather happy with the job.

The images were cut out around the key features and linework extended from it to create a further sense of dimension while creating a ‘screen’ on the glass to add slight  seclusion between the two sides.

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Branded Graphics

BrandCulture were recently included in this months InDesign Magazine, issue 44 which featured a 4 page spread on the 8000 Sq Meter Sydney Water Potts Hill project designed by Bates Smart Architects and built by Brookfield Multiplex. The branded graphics we created, … Continue reading →

BrandCulture were recently included in this months InDesign Magazine, issue 44 which featured a 4 page spread on the 8000 Sq Meter Sydney Water Potts Hill project designed by Bates Smart Architects and built by Brookfield Multiplex. The branded graphics we created, interpreted some of the historic aspects to the site, where Sydney Water has history stretching back over 100 years. Further elaboration of the branded graphics adorn the meetings rooms show; the old pump house, schematics of the water flow, important documents of the time and local area maps.

If you are interested in this project you may want to take a look at the original project BrandCulture undertook for Sydney Water, it is their headquarters in Parramatta, a complete bulilding of 25,000 Sq Meters (see image below). It incorporates large scale branded graphics on glass meeting rooms and wayfinding signage with a through-the-builging concept. We also resolved the problem of displaying  internal communication posters and worked with the heritage department to create a museum style display across an entire floor around the formation and history of Sydney Water.

The image below is of  the xyznetworks reception, a part of the Foxtel network. Our  brief was to bring all the channels together under one roof, while retaining their individual identity and culture. These branded graphics were the first time the identity had been explored in the built environment. However as you go though the offices it was essential to capture the essence of each channel within the environment, given the high originality and diverse content being constantly created. Read more….

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Wall Murals

Wall murals can be used to great effect in offices, retail complexes and leisure/hotel environments. They change the mood of a space dramatically through the use of images, colour and wording. Depending on what you would like the viewer to … Continue reading →

Wall murals can be used to great effect in offices, retail complexes and leisure/hotel environments. They change the mood of a space dramatically through the use of images, colour and wording. Depending on what you would like the viewer to think, wall murals are probably the most effective way of creating a positive emotional response from people.

Producing wall murals is far less expensive in comparison to changing the materials or structure of a space and are much less intrusive to install. Another great benefit of wall murals is that they can be updated easily making the space they are in fresh and interesting.

BrandCulture create stunning wall murals for a wide selection of corporate and retail clients across Sydney and Asia Pacific, our work on the  Qantas Branded environments includes graphics in Bangkok and london.

Staff areas at The Department of Agriculture, Fisheries and Forestry display wall murals above the printer stations on each floor depicting everyday experience of Australians working in the industries represented by the Department. Read more…

At Interiors Australia Group sydney office the wall mural feature in the reception area (image above) was designed to appear floating above the floor on a stainless steel supports, the colours of the sunset image matching those used in the graduating silk carpet. Read more…

In Mirvacs headquarters Sydney, colours and wall graphics individually selected for each floor act as an orientation reference. From the building’s core, it can be difficult to orientate, therefore ‘wall murals’ were positioned displaying the rising and setting sun. The sunrise located on the eastern side of the building and the sunset on its west… Read more…

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