Case studies

A respectful rebrand

How do we balance preserving and learning from difficult histories while ensuring we don’t trivialise or sensationalise human suffering? Melbourne-based creative agency Your Creative, tasked with updating Pentridge Prison Tours’ identity, was invited to consider this question.

“Until recently, Pentridge was known to the public as one of Melbourne’s most notorious prisons,” Co-founder & Creative Director James Lim tells us. Following an extensive process of “restoration, renewal, and place activation,” the site now adopts a more community-centred approach, providing visitors with a retail space, a public piazza, hospitality venues, an art gallery and studios, and Pentridge Prison Tours. “As part of the place renewal, Pentridge Prison Tours invites patrons to engage with the stories and history of the prison’s dark past, offering a contemporary and immersive experience spanning a century of inmate history, justice models, and notorious tales,” Lim continues. This immersive experience, with “sound bites, narrated stories, and augmented soundscapes,” showcases the history of the prison, educating visitors and preserving history.

Making you think twice

Milamend is a hormonal health solution that is made for women tackling health issues such as PCOS – a condition that can throw the body’s natural ways of working off-kilter. Since it is aimed to soothe such a sensitive condition, the product needed an identity that was warm and intimate and one that inspires trust. Parker took on the task of creating not just a look but an entire brand world that would speak of the product’s intention and promise.

Steeped in Vietnamese style

When M — N Associates began working on the rebrand for Vietnamese sneaker brand Biti’s Hunter, they knew they had to make space for both the brand’s past and the present. For many years, the Vietnamese way of life has been at the heart of everything the shoemaker does, and this was a part of its identity that had to be reflected in its reimagined brand. “We retained the essence of the original brand, particularly its deep connection to Vietnamese culture and its bold, adventurous personality,” Executive Creative Director Duy Nguyen tells us.

Simple and approachable

Since its inception, Orderswift has been a leader in providing high-quality digital ordering software for hospitality operators. Their core products include online ordering and services like ‘click & collect,’ delivery, and pay-at-the-table options. However, the rise of mobile ordering, other digital innovations in the hospitality industry and the emergence of new competitors have led Orderswift to reassess its positioning and brand strategy.

Building upon strategy consultant James Sandrini’s positioning – one that prioritises Orderswift’s fuss-free user experience and people-centred approach – brand designer Laura Clink crafted a look and accompanying website that, much like the business, is “refreshingly simple” and approachable. As Clink says, the identity “intends to feel like a true celebration of the hospitality industry and the people involved,” she explains.

A deep dive

Known as a pioneer of growth equity, and founded by legendary philanthropist and investor Chuck Feeney, General Atlantic prides itself on over 40 years of investment success – partnering with entrepreneurs and investors seeking long-term value. In those decades, the company’s scope has naturally broadened, encompassing more markets and strategies.

Eager for an image update, they approached the Brooklyn-based strategy and design studio Team, inviting them to develop a new identity that feels like a clear evolution, while still honouring its heritage and philanthropic roots.

Speaking their language

Catering to a discerning, epicurean French audience, Maison Fleuret ticks all the boxes – a Parisian multi-faceted brand comprising a coffee shop, baking school, estate, hotel, and an exclusive product line featuring wines, premium coffee blends, and cold brews. When tackling the challenge of defining an all-encompassing look for the brand, Berlin-based designer and art director Carla Palette explains that a ‘less is more’ approach was the ideal way forward, both for target consumers and logistical considerations. “The simplicity and light-handedness in the design were intentional choices to ensure flexibility and clarity across all brand touchpoints,” she tells us. “By keeping the design stripped back and understated, we created a foundation that feels both elegant and enduring, capable of evolving with the brand over time without losing its distinct character.”

Typeface

Haltung

Joe Moore and Order Type Foundry created Haltung, a neo-grotesk typeface inspired by three generations of Swiss design education. The typeface draws from Walter Käch's sans serif lettering, Adrian Frutiger's Univers, and Emil Ruder's teachings at the Basel School of Design. Named after Helmut Schmid's monograph, Haltung aims to be "airy yet grounded," featuring higher contrast and more open apertures than typical neo-grotesks. Moore developed the typeface by analysing Käch's lettering book and early Univers specimens, blending elements from both to create a balanced design available in seven weights with matching italics.⁠

The Edit: five projects including Wieden+Kennedy’s grand slam campaign for ATP’s 2025 Tour

Mockups

Jobs

Books

The Process Five Digital

The Process Five is an exclusive showcase of unused and unseen branding work from ten world-leading graphic design studios, highlighting the ideas, concepts, mockups and sketches that led to their final outcomes. Coming in at 344 pages, it is the chunkiest and most comprehensive volume in the series yet with 571 process works included. It features never seen before insights and inspiration from projects by Pentagram, Play, Hugmun, Carla Palette, Resn, Studio Blackburn, Rabbithole, TRiC, Justified Studio and U.I.WD. for clients like OpenAI, Channel 4 and Getty. Each project is accompanied by an in-depth interview delving into key details such as the timeline, team and challenges, as well as their candid thoughts on the end result. This is a digital downloadable file in both EPUB and PDF formats.

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