Project Overview
The brand for Rivermakers redefines the experience of an industrial estate.
Project Commissioner
Project Creator
Team
Creative Director: Matt Barratt
Strategist: Megan Hanney
Designer(s): Damian Wheeler
Account Director: Kate Bradfield
Copywriter: Rachel Walton
Finished Artist: Leah Horsley
Project Brief
Rivermakers is the largest business park within 10 kilometres of the Brisbane CBD. Its masterplan includes an industrial trade centre, commercial spaces, and heritage precinct. BMI Group approached Hoyne with the opportunity to transform this 30-hectare abandoned estate into a destination of choice in Brisbane for work, entertainment, and connection to surrounding green spaces.
Project Innovation/Need
The site’s unique history built a foundation for the project’s pioneering spirit, positioning it as the breeding ground for Brisbane’s future legends. This sentiment was captured with the phrase ‘Make History’, leading to the highly ownable name Rivermakers. The brand communications invite entrepreneurialism, social/recreational activity and provide reason for the community to have renewed interest in the site.
The Rivermakers positioning plays out across the brand’s tone of voice, rich with true-blue Brisbanite character that encourages active audience participation. The custom-built logo letterforms symbolise the various precincts coming together to create one whole. Overall the Rivermakers look and feel elevates the traditional industrial aesthetic, with a colour palette that represents the site’s natural landscape.
Design Challenge
Business parks are usually built for efficiency, not workers: lacking lunchtime and after-work offerings, with little consideration of nature. By 6pm, these sites are vacant and lifeless. Therefore, this project was approached through the lens of people-first – what would entice and engage the wider community?
Effectiveness
Rivermakers has successfully attracted both a brewery and coffee roaster as tenants — immediate magnets for visitors and tenants. Rivermakers will fulfil an unmet need in the community and provide an experience that otherwise would never have existed. An industrial estate has been transformed into a destination that will contribute to the local and state economy through creating new jobs and on site events.
Graphic Design - Identity and Branding - Property
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details