About

The challenge was to rebrand Revolver Lane — Chapel Street’s premier coworking space. Revolver Lane proudly calls itself ‘Melbourne’s most unique workspace’. Set in the imposing Revolver building (built in 1914), it’s a beautifully weird reimagining of former music shops, band rehearsal rooms, recording and photography studios that have since been transformed into 25 private offices, a boutique 30-desk coworking area, and an on-street espresso bar and pop-up space.

We bottled up Revolver Lane’s rich history, eclectic decor and no-frills attitude and we poured it into a new campaign — ‘#WorkWeird’. This campaign was born from the idea that status quo is an innovation killer. And weirdness? Well, it gives birth to all sorts of genius.

We delivered this campaign via a refreshed and distinct colour palette and typography that in itself was ‘weird’. The vibrant colours and mixed fonts paid homage to the iconic and eclectic vibe of the workspace. We then applied those design elements to social media assets, internal and external signage, print advertising and a brand new website.

Each of these elements channelled the new #WorkWeird messaging of the workspace through mind-bending graphics and tongue-twisting copy that were uniquely Revolver Lane and no one else. Included in some executions was ‘Sir Randolph Spooksalot’ — a weird Revolver Lane ghost we created and disseminated across design collateral as the embodiment of the unique space.

After a thorough conceptual stage, a direction was chosen and in a matter of weeks it was already being executed throughout the building in the form of new external signage, A1 posters, street advertising, business cards, Keepcups and a fresh new website. Revolver Lane wanted to be Melbourne’s most unique coworking space, and now everyone in the city knows it.

As a by-product of this campaign, we also saw success in the form of winning the prestigious 2018 MADC Design Award where we were praised for the ‘crafting of the typography and brand personality’.