Building a brand identity and platform for one of Melbourne’s most notorious cultural assets.
Until recently, Pentridge was known to the public as one of Melbourne’s most notorious prisons, but when it was purchased by the Shayher Group in 2013, it began its transformation into the lifestyle, tourism and entertainment precinct it is today.
Over almost 150 years, the word ‘Pentridge’ became eponymous with prison. Following the closure of the Melbourne Gaol in the 1920s, Pentridge became the main remand and reception prison for the Melbourne metropolitan area.
Pentridge has housed some of Australia’s most infamous criminals and forms an emotional and dark place in many hearts and minds.
We expanded the colour palette and graphic system significantly to support the evolution of place, people, and context. The identity had to be flexible enough to represent a depth of application including a new retail offering, public space and events, a developing arts program, and new tourism opportunities.
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