As the winter season comes to a close and spring pops up around the corner, we’re all yearning for some freshness. Luckily, Graphis has you covered! Read on for the freshest designs in our Design Annual 2022 competition.
It’s up to the rooftops for this week’s first featured design: “Rooftop at QT” (above), designed by Anya Anackov and Thorsten Kulp of the Australian-based Toben design firm. Toben is an independent studio specializing in branding, art direction, and design, and has won a handful of awards for their work, including two Silver awards in branding from Graphis in our Design Annual 2019 and 2020 competitions. Toben’s client, QT Hotels, approached them to redesign their “Rooftop at QT” bar brand since the new brand needed to work within the overall QT brand proposition of “celebrating individuality.” The main challenge was the creation of one brand with the added flexibility to make each location unique to reflect the individual spaces, experiences, and hotel narratives.
In order to accomplish this, Anackov and Kulp created a coherent master logo and graphic treatment that remains the same across all locations, while allowing each location’s individuality to shine through the imagery. The logo celebrates the rooftop location that all QT’s bars have in common, while the lenticular graphic treatment creates a sense of mystery and intrigue as well as a theme of abstraction and artfulness. QT Auckland was the first to implement the redesign into their rooftop bar, with Perth and Melbourne soon following. While none have been officially launched yet, the redesign is already proving to be both cost-effective and stylish without compromising customer experience or the QT brand.
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