Balancing the past and the future — a brand identity and platform for the infamous Pentridge Prison.
Developing a brand for Pentridge Tours meant really putting the audience at the forefront. It needed to cater to a range; from commercial interest, to schools and tourists.
Pentridge is a place that challenges and confronts, deeply connected to the social and cultural fabric of Australia. The stories within this journey are deep, unique, and expose the intricacies of prison punishment.
Within Pentridge, the panopticon was a prominent feature, unique to the prison.
Archeologists unearthed remains of an old panopticon at Pentridge, initially used to keep prisoners isolated. As part of the official prison tours, we knew it would serve as a reflection garden — a space for collaboration. Stripping this panopticon back into vector artforms, created the base for a concept.
The new Pentridge Tours brand hones in on the essence of the physical experience’s uniqueness and the importance of creating a sophisticated, cutting-edge experience
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